Your web site may be viewed by many different people and each will have a different need they're looking to fulfill. Before you can address these people, you should understand some of the audiences that may be using your web site:

• Potential Clients – These people will want to know who you are, what products and services you offer, how you may be able to satisfy their needs, how you are different from other companies, what you’ve done in the past and why they should select you to work with them. Different segments of this audience will also have different needs depending on which product/service they are looking for.

• Existing Clients – This group will want reassurance that their decision to work with you is justified. They will seek information and updates concerning their projects and will expect timely and accurate responses to their questions. By providing this group with an enjoyable experience, you're more likely to get them to provide you with referrals for new business.

• Secondary Client Groups – In addition to the people who actually make a purchase from you, your products, services and/or your web site may also be experienced by many other people. This may include the family/friends of your potential customers who may be consulted during the decision process. This audience will want much the same as other potential clients, but may be less swayed by emotionally appealing marketing and may focus more on the details about what will be required of them and what they will receive (ie. the price, the terms and conditions, the reputation of your business, etc.).

• Your Employees – The people that work for you want to know what is happening within the company – whether they are in the office or in the field anywhere around the world. It is important that they do not feel “cut off” from the rest of the organization and should be able to receive the information that they want as well as to contribute/share information of their own.

• Possible Future Employees – As your company grows, you will likely be looking for additional talented members to join your team. To attract the best in their field, you have to ensure that they want to work for you. This means you have to present a professional company image and detailed information about any possible job openings and your work environment.

• Investors - People who invest in your business want to know what you're doing. Your web site can be the place where you present your latest news, financial reports, annual reports, etc. to keep your investors up to date.

• The Media - The best advertising is free promotion. The media are always looking for new story ideas and your web site is a great place to announce all that is new in your business.

• Your Suppliers - The companies that provide your business with products and/or services will want to keep up to date with all that's happening within your business. They can assist you in launching new products/services and even work with you in determining when you're ready to make your next order.

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