Client Avatar Development + Messaging for a Web Developer
PROJECT: CLIENT AVATAR DEVELOPMENT, BRAND MESSAGING, + WEBSITE WIREFRAMES
OVERVIEW:
Christina was in the midst of a slight transition in her business when we started chatting. An Instagram post I shared about how when you raise your prices, you need to also reevaluate any slight changes in your target market really resonated with her. She realized that her target market’s objections have shifted from budget to trust and she wanted to learn more about her target market as she started to get ready for her own rebrand.
Here’s what we included in this custom project:
Target market analysis + development
Unique Value Proposition development
Key messaging development
Wireframes for Homepage and About page
Here’s a look at some of the project and how Christina took all of this analysis and executed it so beautifully:
I honestly need to give Christina so much credit here. She really understood how to take all of this valuable information and translate it into a beautiful, fully aligned new brand and website. I really couldn’t have done it better myself! But let’s dig in so you can get an idea on what information she got that helped her translate this into an impactful new website.
TARGET MARKET ANALYSIS KEY TAKEAWAYS
While we performed a comprehensive analysis, these are the key factors for Christina to consider while marketing to her target market as well as while she built her new website.
They are unaware of the importance of having systems connected to website.
Pain point marketing will not work with her target market as they respond to positive communication.
They are primarily concerned with finding value (aka will see an ROI) and they need to fully trust who they work with so they don’t have to hold anyone’s hand.
They value clear communication and reliability, freedom in time, location, and money, expertise (willing to pay more for high-quality work), and realness (they’re tired of the BS marketing of the online business world).
In order to connect with her target market, it’s important to:
Make them feel empowered to succeed and achieve
Acknowledge their ambitions
Share their values and honesty
Have simple, honesty, and most importantly, positive communication
Encourage their most authentic selves because they feel connected when their authenticity is recognized
CHRISTINA’S UNIQUE VALUE PROPOSITION AS A WEB DEVELOPER
Strategy/systems focus
Realness
VA/OBM and luxury experience background
HERE’S HOW WE COMBINED ALL OF THIS TO DEVELOP HER KEY MESSAGING
In an effort to protect her strategic advantage, these are just the general themes of her key messaging.
Website strategy + systems
Creating a luxury experience
Master of putting it all together
Less Boss Babe BS + more realness
Early adopter of new tech
WIREFRAMES
I used the information that we found was the most valuable to her target market to guide the structure of both her homepage and her about page. You’ll notice we included a lot of her key messaging to communicate her unique value proposition as well as touched on important factors that would help build trust and connection with her target market.
I love that she use “personality packed websites” in her header because her’s is certainly packed with personality! I think she did an exceptional job creating a highly effective website!
Here’s a peek at the wireframes on the left and her actual design on the right:
Pretty great, right?
If you’re looking to rebrand or refresh your website in the near future, I highly recommend investing in target market analysis, unique value proposition development, and key messaging development. They will make a huge difference in how you structure your site and what you actually put on their for content!
“Working with Mallory was a no-brainer, and such a good investment. Not only did I get the specific help I was looking for in outlining my target audience and messaging, but I also feel like I have a clear path forward for my business. I was able to find clarity around who I serve and how I serve them, and I’ve already been more confident on my sales calls because I know I actually sell what my target audience is looking for.”