Don't Build a Website if You Don't Know This

You should not start building a website if you don't know whom you're building it for.

I'm going to start by saying this. If you don't know whom you're talking to, don't even start building your website. Don't waste your time. Your website will get no traction and will mean nothing in the grand scheme of things. Worst yet, it will cost you money without a return on investment. Why?

Here it goes: Say you are home repair service owner in Chapel Hill or Durham, NC. You are thinking about creating a website for your business. Hold up! Before you dive into web design, are you making this website for yourself, or are you building it for your clients? Let's break down why the answer is so important and how it can make or break your online presence. In the Marketing Business, we call this step: THE CUSTOMER PERSONA.

What's a Customer Persona, Anyway?

A customer persona is like a fictional character that represents your ideal customer. It's based on real data about the people who are most likely to use your services. For a home repair service like yours, your persona might look something like this:

• Name: Homeowner Hannah

• Age: 35

• Occupation: IT employee in the Triangle.

• Income: Triple Digits.

• Location: South Point Townhome.

• Pain Points: Worried about the reputation of home service providers, wants eco-friendly solutions, total tree hugger.

Why Does This Matter for Your Website?

Great question! Here's why knowing your customer persona is crucial before building your website:

1. It helps you speak Hannah's language: When you know who you're talking to, you can use the right tone and words that resonate with them.

2. It guides your design choices: Your website's look and feel should appeal to your target audience. For example, if your persona values eco-friendliness, you might use earthy colors, pictures of nature, and highlight your green practices.

3. It determines what content you create: Understanding your Hannah's pain points helps you address her specific needs. For instance, if they're concerned about reputation, you might prominently feature customer reviews and testimonials. If they're concerned about green solutions, you might want to feature your clean-up services.

What Happens If You Skip This Step?

Building a website without knowing your customer persona is like throwing darts in the dark. You might hit the target, but chances are you'll miss more often than not. Here are some potential pitfalls:

• Wasted time and money: You could end up with a website that looks great but doesn't connect with your target audience.

• Low conversion rates: If your website doesn't address your customers' specific needs, they're less likely to contact you for services.

• Missed opportunities: You might overlook key features or content that could really resonate with your ideal customers.

How Do You Create a Customer Persona for Your Home Repair Business?

Creating a customer persona doesn't have to be complicated. Here are some simple steps:

1. Look at your current customers. Who are your best clients? Professionals, home owners? Do you define them by how much they make, where do they live, home ownership?

2. Conduct surveys or interviews with these customers. You don't need to be in-your face. Just ask questions, understand the answers.

3. Analyze your competitors. Who are they targeting? Don't be afraid to look at the other guy. They might know more than you.

4. Use social media insights to understand your audience better.

Remember, your persona might change over time, and that's okay! You might even deal with a couple of different personas: retirees and professionals, females and males, Hannah and Scott. The key is to start with a clear idea of who you're trying to reach. You can create a home page that resonates with both at the same time. Just find out who they are.

Real-World Example: The Tale of Two Websites

Let's say we have two home repair businesses in Durham:

1. Fix-It Fred's: Fred built a website without considering his customer persona. It's full of technical jargon and focuses mainly on listing services. Did I mention that he also comes across as a total me, me, me. Pictures of him holding a hammer, him in front of his truck, his accomplishments. Of course, Fred thinks he is the most important sale-point of his business. People obviously want to see him.

2. Tony's Home Heroes: Tony created a detailed customer persona before building his site. He knows who the customers are, and what pains them the most. His website features easy-to-understand language, highlights eco-friendly practices, and includes a section addressing common concerns about hiring repair services. He's got a picture of him with his dog, but that is because he knows he serves Suburban Raleigh and all his customers have dogs.

Which website do you think will attract more customers?

The Bottom Line

Building a website for your Chapel Hill or Durham home repair business is a great idea, but only if you do it right. By taking the time to understand your customer persona, you'll create a website that truly speaks to your ideal clients, ultimately leading to more business and happier customers.

So, before you start picking color schemes or writing content, ask yourself: "Do I really know who I'm building this website for?"

Your future customers (and your business) will thank you for it!