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The Clear Guide to Online Business Fifth Step in Developing a Web Site

By Virginia Lawrence

A well-done Web site is a marketing vehicle. The site must communicate properly to the target market.

Step 5. The Text for Your Target Market

Knowing the goal for your site and understanding your target market, you have a head start in designing a site with the correct look and enticing copy. This information helps you to decide on the best way to write the text, or copy, for your site. You should talk to your visitors in the way that best suits their group.

You want to welcome visitors warmly, encourage them to read, browse, and buy something or contact you. Keeping the target market in mind, you develop a way to attract the preferred visitors and to encourage them to help you fulfill your goal.

Example - Web site for a book on stroke recovery

Our target market includes stroke victims, their families, and their therapeutic team. We must design the site so that that it will attract people interested in stroke recovery. Visitors will not necessarily visit just because we have a book, but they will be inclined to visit if we’re offering free information on strokes and stroke recovery. That is, we must provide information on the site so that the site becomes a resource for the target market. Then we can position the site as an authority in the field and visitors will be more likely to listen to our offer.

Because a site on stroke recovery is offering advice, the tone should be factual, yet accessible to non-medical readers. Such a site will offer a good deal of information in steps, leading directly to the book offer. In that offer, the site will promise the reader appreciably more information in the book.

A good Web site speaks the language of its target market. It guides the reader along until he finds the offer irresistible.

Next month: Step six in developing a business Web site.

–© 2004 Virginia Lawrence, Ph.D. is a professional Web Developer and Online Marketing Consultant. She routinely places client sites on the first page of a Google search. Contact her at or visit her Web site at



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