Create a Website That Speaks to Your Audience

When you picked Squarespace to build your new site you got a huge head start on getting your business launched quickly. 

But when you’ve rolled up your sleeves and started to dive in on creating the content for your new site, you’re likely to hit a record-scratch moment. What the heck am I supposed to say? 

While every business is different, there are some tried-and-true tricks for making sure your site doesn’t just look great, but actually gets people to take action.

I’m Laura Scholes, proud member of Circle, Squarespace's partner program for professional web designers. I created my business, The 24-Hour Site, after working for years as a brand strategist and copywriter. I kept getting contacted by solopreneurs who knew they needed great copy for their sites, but couldn’t afford a designer and me. So I created a way to do everything—brand positioning, copy, and Squarespace design/development—at a price point that fits even modest budgets.

Here are my five best tips for launching a site that boosts your business and builds your brand.

1. Put your customer front and center

This is kind of the golden rule that underlies everything that follows, but it’s worth taking time to explain. Too many businesses make the mistake of creating websites that are all about them. They go on and on about the history of their company. They create product and service content that just lists all the great features they provide. 

While this kind of info is important, it misses the mark in a crucial way: It’s not telling a potential customer that you understand the problem they came to you to solve—and how you can uniquely solve it. 

You want to make sure when someone comes to your site, they get the feeling “Oh wow, they get me!” And then, of course, you’ll make sure the content for your offerings talks about how it benefits the user so someone thinks, “Yes, that’s exactly what I need.”  

This outside-in approach that’s focused on your customers’ perspective is what drives someone to smash a buy button. But how do you find out what a customer wants and needs?

2. Get inside the head of your ideal customer

You probably already know what your customers need from you. But to really make this come to life on your website, you’ll want to dig in deeper. 

• What are their biggest challenges and frustrations related to your product or service area? 

• What are they hoping to achieve? 

• What aspects of their life do they want to improve? 

• What has held them back from making a change before? 

• What are their biggest dreams? 

The more you understand their reality, the better you can shape your website to feel relevant to their lives. 

Write up some questions (these and any others you can think of) and schedule a few chats with friends or family who would be your target customer. Or do up a questionnaire and send the link out to relevant professional contacts. 

Bonus tip: Some of my very best copy comes directly from the mouths of customers. Super great shortcut.

See more tips for researching your target customer

3. Benefits, benefits, benefits

Which skin care product would you buy: The one that lists out every ingredient? Or the one that talks about how one key ingredient has been shown to reduce fine lines by 98%? Consumer product companies are great at focusing on benefits; other businesses? Not so much. 

This is where you get to shine. Once you do your customer interviews, you can map your copy to speak to the key benefits that customers really care about. 

For example, instead of just listing out the flexible pricing plans for your coaching program, highlight how working with you will boost a customer’s income while making their life more stress-free and joyful. Remember: You’re a human selling to another human, so your copy needs to sound human, too. 

4. Make it easy to buy or book

The main goal of your website is to turn visitors from lookers to buyers. It starts with content and messaging that makes them feel understood to build trust and connection. That often means addressing challenges they may be facing and then pivoting to how you can help. When you really show off what you offer, it’s easier for someone to choose your business.

Once you have your customer-focused narrative nailed down, you’ll want to make sure there are strategically placed calls to action (CTAs) to elegantly help them along in their decision process. This could be buttons or linked text encouraging them to take action: Buy Now, Book a Call, Learn More, etc. Nothing is worse than somebody getting all excited about what you’re offering, but not clearly seeing how they can buy your product or book your service. 

5. Go beyond selling

Even if you do everything we’ve talked about perfectly, not everyone who comes to your website is ready to buy on their first visit. That’s why it’s important to make sure you build in ways to distribute content that’s there solely to help your customer succeed, even if they don’t buy from you (yet). 

How-to articles, explainer videos, ebooks, case studies. All of these help build your brand’s credibility and forge a stronger relationship with your audience so that when they are ready to buy, they come to you first. 

Investing some time and energy focusing on your customer early on will pay off in spades down the road. And remember: Your website is meant to grow and evolve with you, so don’t be afraid to try, test, and iterate. Lucky for you, Squarespace makes it easy.

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