If you are primarily interested in being found locally online or want your website to truly connect with your local audience, there are several elements to consider for your website.

 
=1= A website design that “speaks” to your local customers and prospects (which we will be covering in this post).
=2= A mobile design for your website that targets that same local audience (next week’s webinar/post).
=3= Specific content which the audience can relate to because it speaks their “language”, understands the local flare and nuances and clearly defines your company as a local business (following week’s post).
 

Each county and even city has its own type of citizens often time sharing similar likes and dislikes,  and having unique expectations and needs. The specific demography of a geographical area is important to analyze if you want to optimize your website locally and develop a powerful website that will sell to your local population.

1. First define which area you want to target.
2. Then search online for demographic data describing the people living in that area. Your local or state Census agency often provides that information for free on their website. For our area which is Sonoma County, you can visit this link. That means understanding their age group, gender, income level, educational level, ethnicity and so forth.
3. Describe what your company sells and what sets it apart from its competitors.
4. Describe “your” perfect target audience, in other words who “your” best customer. Who brings you the most profit and is the most pleasurable to do business with?
5. Connect your local demography, your services/products and your target audience. Analyze where they meet and match.

Today let’s focus on what a local audience wants and expects from a local business’ website and its design.

1. Have a website. Most people, especially those between the ages of 18 and 55 expect all businesses to have a website … no excuses!
2. Regardless of the size of your business or the industry it is in, your local visitors expect a well designed-website. The majority of web users will be put off by an ugly or messy website, assuming that “if you cannot provide a nice website, maybe you do not provide good services or products“. Your site has to look good and the style has to have a local flare.
3. Even though you may offer products or services that are from a different area, the local audience would still want to see local images and photographs. These visual details help them relate with your company and affirm that you are indeed a local business working in their community, understanding and appreciating what the area offers and its inhabitants.
4. The design has to help assure a clear presentation of the textual content including easy access to a local phone number, location of the brick and mortar and directions to it if you welcome customers at your location.
5. A younger audience (18 to 35 year-old) has higher expectations for the actual design of the website. Though they do want a website that represents their community, they also prefer a fresh and modern design. It is absolutely possible to find a balance between modern web design and locally flavored design.

Remember you do not want just a pretty website, you need a website that connects with your audience digitally by creating an emotional bond between your company and your visitors. When targeting a specific local market it is even more important that your website fits in with the market visually and textually.

For additional questions, do not hesitate to contact us directly.