Most business owners have a general idea of who they want to work with. They know their industry, the services they offer, and maybe even the age or type of person they're trying to reach. But when it's time to write their website copy, they realize they haven't gotten specific enough about who they're actually talking to.
And that's where I think a lot of website design projects get harder than they need to be. Before we start writing headlines, choosing layouts, or thinking about how a website should look, we need to understand the person we're trying to reach. It's one of the first things I work through with my website clients, and I'm going to walk you through a version of that same exercise.
Why "Everyone Is My Customer" Is Costing You Clients
I understand why business owners hesitate to narrow down their target audience. When you're trying to grow a business, getting too specific can feel like you're turning away potential customers. You start wondering, What if there aren't enough people who fit that description? What if I'm limiting how much money I can make?
But here's what I've learned: Getting specific about who you want to work with doesn't mean you're limiting your opportunities. It means you're making it easier for the right people to recognize that you're talking to them.
When your website tries to speak to everyone, the messaging usually becomes so broad that nobody feels like it's really meant for them. But when you know (like reallyyyy know) who you're talking to, you can speak directly to their problems, their goals, and what they're hoping will change when they work with you.
You Already Have More Information About Your Target Audience Than You Think
One thing I hear from business owners is that they don't have enough information to define their ideal client. They think they need years of customer data or complicated spreadsheets, but the truth is that some of the most useful information comes from paying attention to the people they've already worked with.
Think about your favorite clients. Which projects felt easy, where communication was good, and you were proud of the outcome? Now think about the opposite. Which clients had expectations that didn't align with how you work?
Both experiences can teach you something about your ideal client.
I started noticing this when I was doing wedding photography. Brides with really high budgets and expectations were often harder for me to work with, while brides with lower to mid-range budgets were usually more easygoing and genuinely excited about their photos.
That taught me that the client with the biggest budget wasn't automatically my ideal client. I didn't need a spreadsheet to figure that out. I just needed to pay attention to which clients were the best fit.
And if you're newer in business, think about the person you'd be genuinely excited to see in your inbox tomorrow. You don't need years of experience to start figuring out who you want to serve.
How to Define Your Target Audience: The Exercise I Use With Website Clients
This is a condensed version of the exercise I use during the 60-minute strategy call at the beginning of every Signature Site project. When we skip this work or keep the answers too general, everything that comes afterward gets harder, especially the website copy and messaging.
So grab a notebook and work through these four steps before you start writing your website copy.
1. Describe One Specific Person
I don't want you to start with a broad category like "female entrepreneurs in their 30s" or "small business owners who need marketing help."
Maybe she's a woman who recently left her corporate job to start a coaching business. She's excited about what she's building, but she's struggling to figure out how to price her offers and explain what makes her different.
Now we have something to work with. We can start thinking about what she's worried about, what she's trying to accomplish, and what kind of messaging would actually connect with her.
The more clearly you can picture the person you're talking to, the easier it becomes to write website copy that speaks directly to her.
If you're stuck, ask yourself:
Who was the last client I absolutely loved working with, and what was happening in their business when they came to me?
Who is the person I'd be most excited to receive an inquiry from tomorrow?
What is that person trying to figure out or accomplish right now?
Don't worry about creating the perfect customer persona. Just start with one real, specific person.
2. Understand the Result AND the Transformation
This is one of my favorite parts of the exercise because I think business owners often focus so much on what they're selling that they forget to talk about what it actually changes for their clients.
The result is what your client receives. The transformation is what changes in their life or business because of it.
For example, the result of working with me is a new website. But that's not the whole reason someone hires me.
The transformation they're hoping for is getting on the phone with right-fit clients who understand the value of what they offer and are ready to invest, instead of constantly chasing people who ask for discounts and then disappear.
And when you understand that transformation, you can start writing website copy that speaks to something much more meaningful than a list of services.
If you're stuck, ask yourself:
What does my client physically receive when we finish working together?
What becomes easier or better for them because of that result?
What would they tell a friend has changed since working with me?
3. Identify the Main Problem Standing in Their Way
Next, think about what's standing between your ideal client and the result she wants.
This is the main problem your business helps solve.
For my ideal website design client, the problem might be that her current website looks unfinished and doesn't clearly explain what she does or why someone should hire her.
She's putting time into marketing her business, but when people visit her website, they aren't getting the information they need to feel confident taking the next step. So they leave without booking a call.
And when I understand that problem, I can make better decisions about the website's messaging, structure, and design.
If you're stuck, ask yourself:
What's the biggest thing standing between my ideal client and the result she wants?
What does she usually say when she explains why things aren't working?
What would make the biggest difference if we could fix it?
Try to identify one main problem instead of listing every possible challenge your audience might experience.
4. Get Specific About the Symptoms
This is where I think the exercise gets really useful for writing website copy.
The problem is the bigger issue. The symptoms are the everyday frustrations your ideal client experiences because of that problem.
And a lot of times, those symptoms are what she's actually thinking about when she starts looking for help.
For example, a business owner might not wake up thinking, My website messaging isn't aligned with my target audience.
But she might be thinking:
Why am I getting website traffic but no inquiries?
Why do people keep telling me they'll think about it after a sales call?
Why am I answering the same questions in my DMs when that information is already on my website?
When someone lands on your website and sees the exact frustration she's been dealing with, she's much more likely to feel like you understand her.
Your website copy should use the language your ideal client is already using to describe her problems.
If you're stuck, ask yourself:
What complaints or frustrations do I hear from potential clients over and over?
What does a particularly hard day look like for this person?
What questions does she keep asking before she's ready to work with me?
Pay attention to the actual words people use. Those conversations can give you some of the best ideas for your website messaging.
Now Put What You've Learned Into Your Marketing and Website Design
Once you've worked through those four steps, it's time to put what you've learned to use.
In Your Marketing
Start talking directly to the person you described. Instead of saying, "I design beautiful websites for small businesses," try something like, "You're getting people to your website, but nobody is filling out your inquiry form."
See the difference? One describes a service. The other speaks to a problem your ideal client is actually experiencing.
Then pay attention to what connects. Which posts get responses? What makes someone send you a DM or say, "This is exactly what I've been struggling with"? That feedback can help you keep refining your marketing strategy.
On Your Website
Your homepage should speak to the person you're trying to reach. Your services page should explain the problem you solve and the transformation your client wants. And your About page should help her understand why you're the right person to help.
When I design a website, I'm not just thinking about the photos or colors. I'm thinking about the person reading it and what she needs to understand before she feels comfortable reaching out.
A beautiful website is great, but if the messaging doesn't connect with the right people, it's missing one of its most important jobs.
Your Website Starts With Knowing Who You're Talking To
That's why every Signature Site project starts with a 60-minute strategy call. We work through these foundational questions together before writing a single word of website copy, because I've seen how much easier the entire process becomes when we know exactly who we're trying to reach.
If you've worked through this exercise and want someone to help you turn that clarity into a website that attracts the right clients, I'd love to work with you.
