Knowing your audience is a concept lost on so many and it can cost businesses small and large more money and time then it should to get the results they are looking for.  One can see it everywhere you look from billboards to mass ad campaigns and most importantly for our audience, websites.  The “shotgun” approach to marketing is just not the right move for most and using said methods is limiting your success.  Chances are you know your business and are good at it, but accurately relaying this through your site is where the rubber meets the road. This is where knowing your customers really comes to the forefront. If you know what they want then you can tailor your site to hit them with exactly what they are looking for and in doing so make the time and money you spent marketing that much more efficient.  Build a site for your audience specifically and watch the conversion rates soar.  It doesn’t matter what you are trying to market the one constant remains: people want to know how your product works for them. Target the people who benefit most from what you have to offer and give them the most pertinent, up-to-date information available and they will come to trust you and thus a new customer is born.