Before you design your site, develop your site marketing, create your Adwords or Search Marketing ad copy, develop your landing pages, or lead optimize your site, define who you want to contact you. 

I mean clearly define who you want - your ideal customer.  Define your dream customers who think you are their dream supplier because you have exactly what they want and supply it exactly how they want it.  Actually, define three people.  They will similar but slighly different users of your product.  Describe them.  Where do they work?  What do they do?  Where do they live?  What do they really want from you?  Why and how do they want it? 

Defining and clarifying your target customer helps you speak to him through your site and your writing.  By knowing him, you will naturally develop your site around his habits, wants, needs, schedule, and preferences and he will recognize it.  When he meets you, he will feel the connection and be so glad to have found you, he will enthusiastically say, “I am so glad I found you.”  Sure, not everyone who calls you will say that but some will - really.  I have heard it myself and read it in contact forms.  These are your high margin customers who are ready to work with you. 

Of course you are not going to head out and redesign your entire site based on this idea but try it with one page and pay attention to the sales leads you generate from that page.  Depending on your niche, you might find that up to 75% of the customers who contact you for that product are like the person you designed for. 

Thank you for your comments. 

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