No matter how many people you can attract to your website, people will not engage with it unless the content is relevant.

The first step in producing relevant content is to identify who your target audience is and what type of information will be of value to them.

Your target audience can be broken into three categories:

  1. Primary: Shareholders, investors, past, present and future customers.
  2. Secondary: People who have influence over your Primary audience, the press and the media, community groups, staff (past, present & future), suppliers and distributors.
  3. Tertiary: Primary and Secondary categories, publics and regulators.

Identify your target audience

First identify who is your target audience, then analyse your visitors demographic (you can run an audience demographic report from Alexa.com). Are they the same? If so, job well done. If not, you may need to review your marketing strategy. However, let us assume they both match, I am sure you have your digital marketing strategy under control.

Now you have identified you are attracting the right audience, you need to optimise the communication for each landing page. It is critical the website is optimised to welcome your targeted traffic.

The art of communication

Communication plays a vital role in our everyday lives. For some people i.e. a salesperson, communicating is part of their job. The ability to articulate to a potential customer can make or break closing a deal. Companies invest thousands and even millions of pounds training sales staff on product knowledge and selling skills in order for them to communicate effectively.

A website is an extended arm of a company’s sale force. Not only do websites need to look presentable, they also need to be able to communicate with its visitors just as well, as or even better than an actual salesperson.

The traditional art of communication is difficult enough, not to mention communicating through digital media. This has lead marketers to focus their efforts on increasing traffic volume instead of optimising how they communicate to their visitors.

Mastering the art of communication using the ascent Greek philosopher Aristotle’s 3 elements of persuasion will help you connect emotionally with your audience to enhance conversion rates.

Create a persona of your Primary target audience and apply Aristotle’s 3 elements of persuasion to your landing pages to satisfy your personas needs.

Aristotle’s 3 elements of persuasion:

  1. Ethos – Establish Trust & Authority
    Authority can be displayed in affiliations, accreditations and associations with recognised authority figures. It is common practice for websites to leverage from their associates or partners brand to increase their Ethos. Although associating with the wrong brand can have a negative effect.

  2. Pathos – Create an Emotional Connection
    Evaluating the persona of your target audience will identify the type of communication needed to create an emotional connection. Do your landing pages connect emotionally with your target audience persona?

  3. Logos – Appealing to Others via Visual Aids
    Logos are used a graphical representation of an organisation. If you were to take away the text from a logo, you should still be able have an idea of the industry of that organisation. Logos can also be used as symbolic proof of authority enhancing an organisations Ethos.

Put yourself in your personas shoes. What information would you expect from your landing page or website? How many clicks does it take to retrieve this information? Is this info available on your website? Is there anything else you can include to improve your visitors visit?

Evaluating these three elements on your landing pages will indicate how well your site can persuade your Primary audience to convert. Go through each element on your landing pages and optimise them to appeal to your target audiences persona, then sit back and watch your conversion rates increase.