7 ways to personalise your website and content | VIS® Australia

7 ways to personalise your website and content

When creating a website, you need to take your audience into account. A generic website will serve a functional purpose, but it won’t tap into your audience’s desires and pain points. At our web design agency in Melbourne, we believe in engineering your website’s every last detail towards motivating consumer action. So, how do you turn a humble webpage into one compelling call to action? There are many ways to personalise your website and content. Keep reading to learn seven strategies.

1. Determine your audience

Whenever someone visits your website, they’ll leave a data trail. Herein this data lies clues to consumers’ desires and pain points. Don’t squander this goldmine! Check which products they were browsing, which blog posts they read, or the calls to action with which they followed through. Compare consumer activity and notice any trends.

Other ways to determine your audience are to take note of personal data—such as location or industry—or to take note of their context. By context, we mean the device with which they accessed your website, how they located the website, and whether this visit was their first. 

A surefire strategy for determining your audience is to analyse and compare data that your visitors leave behind. Consider, for a moment, if you’re using this data as well as you could be.

2. Choose your headings wisely

Once you know your audience, you’ll know how to craft your headings. Headings hold weight as they’re the first thing you’ll see as you enter a website. Think about your audience’s specific pain points and create a heading that alludes to some sort of resolution. Inclusive language is also a great way to create the illusion of intimacy.

If you’re trying to grab users’ attention, you need to sound as if you’re speaking to them and that you understand how you can solve their problem. This same principle applies to any written content used throughout your website.

3. Customise your calls to action

Did you know that you can customise your calls to action depending on IP address? Depending on who’s looking, you can:

  • Change up the calls to action to best fit the interests of a specific audience sub-type
  • Target returning customers with calls to action that encourage them to make larger purchases or join a membership program
  • Create temporary calls ot action spruiking an upcoming event.

Think of this as geotargeting—only instead of targeting location, you’re targeting customer priorities or sub-types.

4. Use testimonials and logos (if applicable)

What’s the best way to affirm your great work? With third-party endorsements! Confirm your credibility with customer testimonials. You can even use the ‘IP address’ trick again to show the more relevant testimonials to people from corresponding industries.

If you’re a business—such as a digital marketing agency in Australia—that works for well-known clients, display their logos on your homepage! Third-party logos are essentially stamps of approval for you to show off to your audience.

5. Highlight relevant products or services

If you’re catering to a specific audience, chances are they’re after a specific product or service. Put yourself in your customers’ shoes and consider what they’d want to purchase! If you have one particular product or service that addresses a strong pain point, be sure to feature it on your website. Treat customers to a ‘highlight reel’ of your stronger products, emphasising their most helpful features.

6. Create blog posts and other content

Why do businesses—including this digital marketing agency in Brisbane—create blog posts? Hint: it’s not to share their insights with the world (although that can be part of it—but it’s never the sole motivator). Businesses create blog posts to foster engagement, boost their search rankings, and—most importantly—promote their products and services.

This web design agency in Australia encourages you to start a blog if you aren’t already keeping one. Use it to persuade customers to use your products and services. You can also use it to keep readers up to speed with current happenings concerning your business.

By keeping a blog, you demonstrate to your customers that you actively update your website and think about what you’re promoting. Weave some keywords into your copy and enjoy an elevation in search rankings, too.

7. Make it user-friendly

Above all else, your website should be user-friendly and easy to navigate—take it from a leading web design agency in Australia. A website that is little more than a digitised brochure is informative, sure. But a website that both supports the user experience and gears users towards making a purchase is a smart money-making tool.

How do you enhance a website in this way? There are many ways. The bottom line is that your website is well-presented, easy to navigate, and formatted in such a way that encourages customers to take action.
Itching to know more about web design or how you can personalise your website? Talk to a web design agency in Melbourne that understands. Call VIS on 1300 777 847 OR book your first consultation online. We know the ins and outs of effective web design for business and so much more. Are ready to see your business flourish? Get in touch today. We look forward to working with you.