6 Rules to Follow while Creating Website with Specific Targeting
Expanding your marketing activity to an international audience can be a great opportunity for growing your business. But what if we say that small local website oriented on special targeting can bring you way more profit than a global one?
There are a lot of things to take into consideration while creating global-friendly website, from picking the right colors to loading speed. So grabbing attention of specific audience and country can be easier for sure.
Impossible to believe? Well, let’s see.
Why you may need this? When it goes about localization, most webmasters choose one of these ways:
- Create a single version of their website and let people all over the world enable the language of their choice;
- Create various localized version of their website to adapt better to the culture of the target country.
At Mobilunity we prefer such localized versions, and we will show you how to make them successful.
What You Should Know before Creating Your Local Landing Page
First of all, identifying your target market. Every product starts from people who will buy it.
So we start from creating a buyer persona (profile should be as detailed as possible):
- Marital status
- Place of residence
- Level of education
- Employment status
- Level of income
By using such profiles, we evaluate the expectations and wishes of our potential customers, it can easily improve your marketing strategy. Focus on what potential customers are looking for, speak in one language with them.
Where can you find such information?
- Look through your contacts database
- Create fields with important personal information on your website forms
- Discuss with your sales team the leads they’re interacting with most
- Interview customers to discover what they like about your product or service
As you can see, you can define as many as possible sources for this purpose.
(Here you may find out how to choose the best landing page design services)
Colors and symbols in website localization
The next step will be choosing a proper colors and symbols. Colors have the power to affect people emotionally and psychologically and it’s a key component of successful localization. But be careful with them. For instance, In Japan and China white is traditionally the color of mourning, but in Westernized Asian cities, white weddings are becoming more and more popular. On one of our customer website we use national Ireland colors, and WOW, conversion increasing on 106.8% in one month. Incredible, isn’t?
You have 10 seconds to leave an impression and tell them what they’ll get out of your website and company. After this time (and oftentimes before), they’ll leave. (Source: NN Group)
Make sure you allow customers to convert their purchase amount into their own currency. Giving users such an option can facilitate the order process for them. Ensure that you have correct currency on the order page.
Use proper text and slang if needed
Believe us, your audience will love to see you are on the same wavelength with them. Use the words and dialects that they use. Figure out native keywords that would be the best associated with your website and its content. Put such words on your banners, popups. Users prefer content in a visual format, that’s explained why online video views have finally topped 50 billion views each month.
28 % users only read slightly more than a quarter of the content they see on the web page. (Source: NN Group)
Google loves it and your customer as well, so make it quickly. Watch out for conflicting plugins or memory intensive plugins etc. You can improve load times by offering it from the server nearest to your site visitor – pay attention to this fact when choosing your hosting provider.
39% of people will stop engaging with a website if images won’t load or take too long to load. (Source: Adobe)
Understand local laws
When appealing to a specific audience, your business should be aware of local regulations on products, advertising and sales tactic. For instance, in some regions of the world, advertising related to certain types for products are subject to approval by various governing bodies.
People generally prefer using websites that represent their home country. So don’t be afraid to experiment, use these 6 tips that will set you on your way to online marketing for local business. And if you are lacking inspiration we are always ready to help you with oustaffing and provide you a to do list with things to optimize.
Don’t hesitate to contact us and we will help with you local landing design!