How to determine who your online audience is

So, you've decided to create a website—congrats! Maybe it’s a blog, an online store, or a portfolio of your cat’s best selfies. But before you dive into designing the perfect layout, there’s one crucial question you need to ask yourself: Who is my audience?

If you’re thinking, “Isn’t everyone my audience?” Well, let me stop you right there. Trying to please everyone is like trying to convince a cat to take a bath—messy, frustrating, and bound to fail. Instead, let’s figure out who your real audience is, with a little humour to keep things light.

Step 1: Reflect on Your Website’s Purpose

First things first, why are you making this website? Are you sharing your collection of rare spoons, offering homemade candles, a professional service or maybe just ranting about why pineapple on pizza is a crime?

Understanding your purpose is the foundation of identifying your audience.

Step 2: Imagine Your Ideal Visitor

Close your eyes (after reading this, of course) and picture the person who would find your website irresistible. What are they like? Are they a foodie, a fashionista, a tech geek, or perhaps a fellow cat lover who appreciates feline photography?

Consider these questions:

• How old are they?

• What are their interests?

• What problems are they trying to solve? (Your product or content should be the solution.)

  
  

Pro Tip: Avoid making your ideal visitor an overly specific person like “John, 28, a beekeeper Middlesex from who enjoys knitting while watching reruns of Friends.” Broad strokes are your friend here.

Step 3: Analyze Your Current Audience (If You Have One)

If your website is already live, take a peek at the analytics.

Who’s actually visiting your site?

Are they the people you expected? Or are you getting more traffic from an unexpected demographic?

Tools like Google Analytics can provide insights into your visitors' age, location, and interests. This data can either confirm your assumptions or surprise you, like finding out your blog about extreme ironing has a massive following in Japan.

Pro Tip: Don’t ignore surprising audience segments! Sometimes your website appeals to a group you hadn’t considered. If your how-to on building DIY drones is popular with retired engineers, lean into it!

Step 4: Test and Adjust

Now that you have a clearer idea of who your audience might be, it’s time to test.

Create content or products that cater specifically to your imagined audience and see how they respond. It’s kind of like throwing a party and seeing who actually shows up.

Try A/B Testing different versions of your content, and pay attention to what resonates. Does your audience prefer funny, informal writing or more serious, data-driven content? (I’m guessing if you’ve read this far, you’re leaning towards the former.)

Pro Tip: Don’t be afraid to tweak your approach based on feedback.

Step 5: Embrace the Evolution

Your audience might change over time, and that’s okay! As your website grows, so too might the people who visit it. Maybe you started with a blog about your journey as a new parent, and now you’re writing about the challenges of parenting teenagers. Let your content evolve naturally.

Pro Tip: Stay curious about who your audience is becoming. Keep engaging with them through comments, surveys, and social media to understand their changing needs and interests.

It’s All About Connection

At the end of the day, your website isn’t just about attracting visitors; it’s about connecting with people who share your passions, humour, and interests. Figuring out who those people are can be a journey, but it’s one worth taking.

Remember, your website audience isn’t just some faceless group of users—they’re real people looking for content, products, or advice that resonates with them. So take the time to get to know them, and you’ll build a loyal audience that keeps coming back for more.

And who knows? Maybe you’ll even convert that one guy who insists pineapple belongs on pizza.