Persuasive Web Design, Part 3: Look and Act Like Your Target Group

We are more likely to respond positively to — and be persuaded by — people we like. And guess who we tend to like best: People who are similar to us!

There are a number of ways in which people can be similar to us, including:

Age group
Gender
Intelligence
Education
Occupation
Personality type
Manner of dress
Things owned, products used
Hobbies and interests
Race/ethnicity/religion
Political beliefs
Social class
Behavior
Use of language
Personal style
Music listened to
Region lived in

Here are a few ways in which you can use this principle to make your web efforts more persuasive:

For images of people, it’s best to use attractive people, as they are seen as more trustworthy. But avoid using models. Use “real people” that closely match your target group. (Age, sex, ethnicity, manner of dress, etc.)
Tailor your copy to match your target group. Don’t use formal language when writing for teenagers, or slang when writing for business executives.
If you have several distinct target groups, develop customized landing pages for each.

To implement this technique effectively takes some homework. You have to develop a deep understanding of just who your customers really are and tailor your web pages to match them. But it’s worth the effort, as it helps you connect with visitors on an emotional level… and makes them much more receptive to your offers.