Too many owners do not give enough about targeting their ideal customers, especially on their website. At the beginning of our web design process, we ask all sorts of questions though many do not understand WHY.
To them, their website is merely a vehicle for displaying their products and services but your website should be the core component in your small business marketing plan.
This is why our goal is to build the most effective website and that can’t happen unless we target the best prospects for your business. After all, what good is your website if it’s not reaching the right demographic?
Who are your ideal customers?
Start by making a list. The more detailed, the better.
- Are they homeowners?
- Where are they located?
- What age are they?
These answers give us valuable insight, which helps us determine a color scheme and general look for your website that appeals to your core demographic.
Identify the money makers
The key to a successful small business marketing plan is understanding which products or services truly drive revenue — versus which ones simply get attention.
- Your best‑selling products/services.
- Your highest‑profit money makers (not always the same as best‑sellers).
- Low‑value offerings you don’t want to promote.
- Items that may need better placement or stronger presentation.
- Customer groups or communities you may have overlooked.
Identifying these help you decide what content belongs on your website and how prominently it should be displayed.
Why this matters
Some offerings may not be worth promoting if they generate little profit, while others may deserve more visibility than they currently receive.
- Helps determine which content deserves priority on your website.
- Reveals hidden gaps where profitable services lack visibility.
- Shows when a top money maker is underperforming due to poor exposure.
- Guides decisions on layout, hierarchy, and messaging.
- Ensures your site highlights services actually growing revenue.
Sometimes the gaps in performance come from overlooked audiences or from high‑value services that aren’t showcased well online.
Evaluate your sales funnel
We ask so many questions because we want business owners to think about their sales funnel.
- What service or product brings in the majority of new customers?
- What specific item is favorite among your customers?
- What’s the first service or product people normally buy?
If you aren’t keeping track of that sort of thing, you should start as you’ll usually see patterns emerge.
Once you better understand the process of how you acquire prospects, you can make changes to better attract them.
Customer Acquisition
Acquiring new customers can be thought of as a journey where all parts are equally important and you can’t reach your destination without completing all the mini milestones between the starting point and the end.
In order to have your small business marketing to be effective, your website and all your marketing needs to target your ideal customers. Our monthly digital marketing plans were created for small business owners who need help reaching those ideal customers.
