The dance floor is shining, and to appeal to everyone, you play it safe: Enya is a good start—nice and harmless. But as people barely trickle in and no one’s dancing, you panic and start switching it up. One moment it’s rave, then jazz, and next, you’re trying Marilyn Manson to shake things up. The result? Even those who showed up eventually leave.

And unlike the dance floor example, you only have 2 seconds to convince your visitor to stay and read more. Yes, 2 seconds—hardly any time! That’s how long it takes for someone to decide whether they’ll stay on your site or move on. If your website doesn’t grab their attention instantly, they’ll go elsewhere. And if 2 seconds seems unbelievable, watch your own browsing habits. Then watch younger people—it’s often half that time for them.

The Trap of “I Help Everyone”

This is one of the most common mistakes I see. Here’s a typical thought process I often encounter:
“Target audience?? … I’m happy to work with teens… people my own age… and older folks could really benefit from what I offer too. I don’t want to exclude anyone.”

Well, I have bad news: if your message is for everyone, it’s really for no one. Visitors to your site are looking for someone who truly understands their specific problem. And if they don’t see that on your website, they’ll leave without ever giving you a chance.

Imagine trying to help teens, new parents, and senior executives all at once. Each group has completely different challenges, and if you don’t narrow down your focus, your message will be like a crowded poster—everyone glances at it, but no one truly gets it.

The Weathervane Mode: Chasing Every New Idea

Another big mistake is what I call the “weathervane mode.” This happens when every new idea you see (usually on a well-crafted website targeting you as their audience) grabs your attention so much that you ditch your previous concept and start fresh. When we try to work on a good concept, another strong influence hits, and you pivot again.

But just like you can’t run in three directions at once, you can’t communicate effectively like this either. Even if you craft strong messages, they won’t work if you’re inconsistent. If one day you talk about teen issues, then switch to workplace stress, and later dive into mother wounds, your audience will lose track of who you are and what you actually do.

If your message changes every day, people will think even you don’t know who you are or what you stand for. That makes it hard to build a real connection with your audience. If you’ve fallen into this trap, it’s worth taking a step back to reflect on your own identity as a professional and then define your target audience—because the two are closely connected. A strong professional identity is key to pinpointing your ideal audience.

Your Identity and Target Audience: Not a Chore, but a Superpower!

Knowing exactly who you’re speaking to doesn’t limit you—it empowers you! A well-defined target audience is like a perfectly aimed shot. When you know who you want to reach, you can craft powerful messages that speak directly to them. It’s not just about how many people visit your website; what matters is that the right people find it and think, “This is for me! Finally, someone who understands my problem!”

How to Find Your Target Audience

Here are a few questions to help you get started:

• What’s the biggest problem you solve?
• Who benefits the most from what you offer?
• What’s your client’s life situation? What challenges do they face daily?
• How do they feel when they turn to you?
• What is it that only you can provide?
• What’s their biggest struggle?
• How do they search for solutions? What have they tried before?
• What are their daily lives like? What do they do for work? How do they spend their free time?
• Where can you find them?
• What are their browsing habits?
• What kind of content grabs their attention?
• What do they enjoy reading or watching?
• How do they behave online?
• What other distinctive traits do they have?

Answering these questions will bring you closer to understanding who your website is for. Don’t worry if it takes some time to think it through—this isn’t a “done in half an hour” kind of task, but it’s absolutely worth the effort!

How Can a Well-Defined Target Audience Help?

• Powerful messages – When you know exactly who you’re speaking to, your messages become stronger. You can write in a way that makes your visitors feel, “This is about me; they understand what I’m going through.”
• Content cohesion – Knowing your target audience keeps your messages focused. You won’t write about teen issues one day and retirement plans the next. Instead, all your content will connect and clearly show who you help.
• Long-term strategy – A well-defined audience is a goldmine when creating content for your site. Your messages will be sharper and more effective, making your site much more appealing to your readers.

Knowing Your Target Audience = An Impactful Website

This isn’t just a cliché. To create a truly effective website, you need to know your target audience. A short three-sentence description isn’t enough—think at least 2-3 pages of detailed information. You need to know who they are, how they live, what their challenges are, what motivates them, and what solutions they’re looking for.

This knowledge doesn’t come automatically—you need to dig into the details. If you don’t have the answers, ask questions, talk to them, observe them online and on social media! The more you communicate with your target audience, your ideal clients, the more valuable insights you’ll gather, and that’s priceless when creating website content.

Think deeply about your target audience, and let’s build a website that speaks directly to those who can benefit the most from your work. If you’ve read this far, don’t stop halfway—this is the first step toward a successful, long-term online presence!

I’ve also created a free downloadable web strategy planner specifically for professionals in the helping field. Before starting (or commissioning) your website, it’s worth filling it out. And if you’d like, I’m happy to discuss the details with you and provide a personalized quote—completely free of charge.

WEB STRATEGIC THINKER FOR HUMAN SERVICE PROFESSIONAL DOWNLOAD