How To Design For Your Target Market: Interview With Kim Krause Berg

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As part of our SEJ interview series, Kim Krause Berg of Internet Marketing Ninjas discusses where businesses are missing the mark when designing for their target market and how they can improve.

Kim says the problem stems from businesses not doing their research to find out what the expectations of their customer are. Businesses need to be more in tune with what customers want and what motivates them. Not cramming so much content in the top half of the home page wouldn’t hurt either, Kim says.

Hear Kim explain more about how businesses can design for their target market in the video below:

Here are some key takeaways from the video:

  • A business website should have a clear path for the visitor to follow. Offer them a clear direction as to where you want them to go next, don’t lead them in 10 different directions.
  • Kim recommends businesses start out by nailing down their site requirements, including business goals, SEO goals, mobile-friendliness, and accessibility.
  • The first thing you should do to immediately start seeing better results is put your money-making link front and center. Kim says too many businesses bury their main call-to-action link at the bottom.
  • The new fad is flat design, as seen in iOS 7, which Kim is vehemently against. As humans we like to push buttons, Kim says, so she always recommends beveled buttons on websites. Big buttons with contrasting colors and good, descriptive link labels are the keys to getting people to click on your money-making pages.
  • Avoid distractions like image carousels and don’t overwhelm the visitor with too much content up front. Be very precise with what you want them to do when they land on your homepage.

Please visit SEJ’s YouTube page for more video interviews.

John Rampton
John Rampton is an entrepreneur, full-time computer nerd, and PPC expert. Founder at payments company I enjoy helping people and am always online to... Read Full Bio
John Rampton
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  • Sunday

    I guess Kim Krauseberg is totally right about one thing : “Businesses need to be more in tune with what customers want and what motivates them.” This is important when developing and planning a design or marketing strategy for clients.

    More so, her take on call-to-action is pretty fundamental for businesses to apply when they start getting results! If you start making money with your website, then emphasize the call-to-action.

  • James Halloran

    I definitely agree with Kim’s advice on not overwhelming your site’s visitors with too much information up front. Some sites I visit have way too much text and images to see on the home page, and that’s not good for either the potential client or the site owner.

    I also agree that you should place your Call To Action somewhere “above the fold,” where your customers can see it. If they have to “hunt” for it, you may lose them amongst the jumbled mess.

    The only thing I don’t agree with her about is the use of an image carousel. I’ve seen several sites master it without being too overwhelming. The trick to that is to keep it to a max of 4 or 5 images, each with a clear header text along with it.

    If it’s a sliding carousel, as long as the images slide at an appropriate pace (usually 10 seconds for each image), then you shouldn’t be overwhelming your visitors.

  • Kim Krause Berg

    Hi James,

    I don’t like to tell people they can’t do something with their site design but when it comes to increasing conversions, or making it readable, carousels present problems because they are distracting and usually have no purpose other than being there to promote or present ideas.

    Our eyes and brains function differently and what works for one user group will not work for another. So it comes down to making choices and deciding what the purpose and goals of the site are. A photography site with a nice slider to browse is nice for a portfolio but most site owners will neglect to put a call to action on each image to learn more or buy a piece of artwork. Most carousels don’t have a plan or lead to a task. Some of them take up the entire top half of a homepage and leave no room for content or tasks to follow.

    Nobody searches for “search engine journal slider” for example. The want articles, look for authors, search topics, etc. This is what SEJ guests want to find when they arrive to the site.

    There are sliders that will convert if they are designed well. I’m experimenting with one at There are a few things that work and I agree with you that more sites are figuring this out. I always recommend manual controls to help people pause them and making sure the main revenue task is not next to moving images because most people can’t stay focused with something moving nearby.

    Hero images are making a comeback too.