Finding Your Site’s Focus

In a previous post, we discussed the psychology of design. Similarly, understanding your intended audience and applying that knowledge to the content on your site will help you speak more directly to those you are trying to reach.


For many visitors who eventually reach your site, that journey begins with a search engine – and increasingly, speaking to a phone. Understanding what search terms visitors are using to find products like yours can help guide the words that should be included on your site in headlines, page titles and in the content on the various pages. Using the same words on your site that people are searching for makes it more likely that your site will appear in their results. (There’s a lot more to what makes different sites appear in search engine results, but having relevant content is a big part of it.)

In addition, the types of search terms used specifically in voice search can help you identify where visitors are in their buying process:

  • How can I / What is – researching
  • Who – narrowing options
  • When / Where – ready to purchase

You can take advantage of the when and where inquiries by ensuring that your search and business listings are up to date with correct phone numbers, location information and business hours. Since some visitors will have all the information they need from your business listing, you may get fewer clicks through to your site, but you will see additional sales as people are able to find the information they need when they need it.

Site Content

Once visitors arrive on your site, make sure that your tone and content match your intended audience and your product. For example, if you are selling recreational equipment to young adults, there is no need to sound stuffy – make it sound like you use the equipment you are selling. On the other hand, if you are selling financial services, be explanatory but not overly casual (and avoid too much jargon that people won’t understand). Some sites even offer different paths depending on the expertise of the visitor.

Site Navigation

Often sites are organized with an internal focus – according to company departments rather than with any focus on the customer. It is more important to think about the tasks that people are coming to the site to accomplish – can they be easily done? The best way to find out is user testing. It can be both excruciating and enlightening to watch, but there are always valuable insights.

Not sure how to get started with a content review? Contact Innate for a keyword and content review or user testing.

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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