We review who the target customer is and what the site wants that target customer to do. And then, we walk through the site to see how well the site is achieving their goal and what it might do better.

Most of the 5 to 8 participants have different areas of SEM specialty, from technical, to graphic design, to content and content flow. The ideas and observations that are presented often 'spark' new ideas, creating exceptional results for the clients and cross-pollinating ideas within our own company.

The other day we reviewed a 'redesigned' client's site that appeared to have lost sight of its target customer, and what that target customer wants. The new site assumed the target was near the end of the buying funnel, already knew exactly which products they wanted to buy, and were only interested in finding out prices. The new site was also cluttered, and hard to navigate, with poorly defined navigation links that appeared in too many places and in too many different styles. The site content did not direct the visitor to any specific action, most likely because the site had lost focus of its target goals.

The specific suggestions and observations made by the site review team in the above case will enable our client to better address the needs of their target customer and as a result - improve their site's performance.

It can be difficult to keep a site 'target customer focused'. When a company is developing a site there are many voices that need to be heard, and often the voice of the target customer is lost. If the various 'voices' in your company are able to shift their focus away from their own areas and to focus their attention on your target customer, you might find this an excellent in-house exercise.

Brenda Wright
Head Sponsored Search Strategist
Enquiro Full Service Search Engine Marketing

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