How do I appeal to my audience’s pain points on my website?

Luke Meredith

You might think your website holds various purposes for your business and, to an extent, it does.

When push comes to shove though, it’s all about one thing – generating new business and making money.

In order to do this, your site needs to make people WANT to buy from you, meaning it needs to appeal to their individual needs.

If your services will help your audience by making their lives easier, or help them reach their goals, you sound like a great business to work with. However, you need to be clear and consistent in how you will help them. Using your website to talk about how great you are, rather than how you will help them, may not have the desired results.

How to research audience pain points

Firstly, if you don’t know them already, you need to find out and understand the issues your target audience faces and how your business can help them solve their problems.

One way of doing this is by creating target audience avatars. An avatar personifies your overall target audience into one ideal customer, making it easier for you to cater your website’s content to a specific audience – even if the actual viewers of your website don’t match every exact element of the avatar.

To identify the elements that should make up your customer avatar, you can conduct market research for insights into their pain points. This not only makes their pain points easier to identify, but means you can tailor your service to answer these concerns, if need be.

How to highlight audience pain points

Once you know the common issues and problems of your audience that you intend to solve, you need to address these through the content on your website.

Identify these issues, preferably on your site’s home page, to show you can relate to your audience and their pain points. Then, offer your solution and communicate how your service will ease their concerns. After all, you’re not just understanding their problems – you’re addressing them, too.

Finally, if possible, showcase how you’ve already solved these problems for people before. Testimonials, case studies and other forms of social proof are a perfect method when relating to your audience’s problems and proving that you’re able to address them effectively.

Our content experts at Engage Web will work to not only understand your services and their benefits, but also your audience’s specific pain points and how you can solve them. If you need help putting your beautiful new website together, speak to our team now.

About
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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

How do I appeal to my audience’s pain points on my website?