Attracting your ideal customer through your website​

Tell us more about yourself and your business!

I’m Sonya, the Founder and Director of Linchpin Digital – a digital marketing agency that helps ambitious business owners achieve ambitious business goals. 

At Linchpin Digital, we offer personalised strategies that help our clients transform their businesses. We take the time to understand the goals of our partners, and work hard to create tailored strategies with a strong focus on data-driven results. 

When I’m not leading my team through our latest projects, you’ll find me at the gym trying to hit a new PB or taking a dip in the Murray River in my home town of Albury-Wodonga!

What are your top 3 tips for attracting the ideal customer through your website?

1. Understand your objective

When you know your objective, you’re able to design your site with the end result in mind. For example, if you want people to book a discovery call with you, you’re going to make that booking link easy to locate. Similarly, if you want people to purchase your product, you can take advantage of video content to showcase it in the best possible light. When you know your objective, you can weigh every design decision against it, to ensure your site encourages users to take the desired action.

2. Know your ideal customer

As my idol Seth Godin says, “When you try to appeal to everyone, you appeal to no-one”. Knowing your ideal customer means you can highlight what makes your product or service the best choice for them. Whether it’s fast shipping, a premium product or a done-for-you service, understanding what truly matters to your ideal customer empowers you to design a better converting website.

3. Keep it simple

Before I rebranded, my agency was called KISS Marketing, and the Keep it Super Simple philosophy is one I follow to this day! When it comes to creating high converting websites, we stick to the basics: clear, concise copy; quality imagery, and designs that are easy to navigate. 

To end, what’s your favourite Squarespace feature and why?

I am absolutely loving the new courses feature!

It means I can give clients a lot more options rather than using third party plugins. It’s easily customisable which means I can make the course area on brand for my clients which isn’t always achievable on other course platforms.