Knowing who you are doing it for.
Who are your customers, what do they want to know and where do they drop off? The better you understand that, the more focused your brand, website and marketing become. Many organisations have several audiences at once: customers, partners, investors and new colleagues. Each with their own questions and their own route. With clear audiences and customer journeys, you speak to each of them at the right moment in the right way.
We map out your audiences and describe for each group what drives them, what they want to know and what doubts they have. Then we follow their route: from the first contact with your brand to the enquiry, purchase or application. Where do they search, what do they read and what do they need to take the next step? We do this with interviews, data from your website and conversations with your sales or customer service teams. The result is practical profiles and customer journeys you can use straight away for your website, your content and your campaigns.
Inventory
Together we decide which audiences matter for your organisation and which are most important. We gather existing knowledge from sales, customer service, data and previous research.
Research
Through interviews, website data and search behaviour, we learn what really occupies your audiences. What do they want to know, what do they find important and why do they or do they not choose you?
Mapping the journey
For each audience, we describe the route from orientation to choice and beyond. For each phase, we capture which questions arise, which channels they use and where your brand can make the difference.
Translating
We translate the insights into concrete recommendations, such as a page structure for your website, content topics and the right channels. In interactive sessions, we turn them into shared user flows.
What audience insight delivers
Relevance
Your message connects with what your audience really finds important.
Better conversion
Visitors find what they are looking for faster and take the next step more easily.
Focused effort
You invest in the channels and content that really matter to your audience.
An audience is a group of people with shared characteristics, for example buyers at mid-sized manufacturing companies. A persona makes that group personal: a recognisable profile with a name, a role, goals, questions and doubts.
Personas help your team empathise with the customer. We use them when they add something, but always keep them based on real insights rather than assumptions.
A customer journey describes the steps someone goes through in contact with your organisation. From the moment a need arises, through orientation and comparison, to the choice and the experience afterwards.
For each step, we look at the questions, the channels and the moments where your brand can make the difference. That way you see where the opportunities are and where people currently drop off.
Audiences and customer journeys are the foundation for the structure and UX of your website. They determine which entry points you need, which information goes where and which route someone follows to contact or purchase.
We translate them into user flows per audience and a sitemap, so every visitor quickly finds the right way.
It can, with clear entry points per audience. Sometimes it is wiser to create separate websites, for example when the tone and the questions differ greatly. Think of a site for customers and a separate careers site.
In that case we often build a multisite: one foundation with its own face for each site. Which setup fits follows from your brand architecture and the customer journeys.
Definitely. When you know what questions your audience has, you can create targeted content for them. That helps your SEO and GEO, because you answer what people are actually searching for, including in AI search engines.
For PR and social media and campaigns, you also know better which message, channel and moment work best.
That depends on what you already know. Sometimes there is a lot of knowledge in-house in sales and customer service, and a focused session is enough. For a new market or a large website project, we recommend interviews and data analysis. At the start, we decide together which approach suits your question and your budget.