Ready, Aim, Fire! It's more than just a catchphrase!

Who are you and what do you offer? Your product or services define your target market and in turn defines your target audiences. Understanding what the market wants and what you have to offer is the beginning of a goal.

It's not what you want to say or do, but what your customers want. Understanding their pain, needs, desires and problems is the first step to any conversion path. Fail to plan here effectively and everything down the road is harder.

When you know the target audience, you can begin to address their pains and desires, you can craft experiences that speak to exactly what they are trying to do and build trust. Your website begins to take shape in a narrative and path that leads your customers to where they want to be.

Nobody gets it right the first time and nobody knows the exact perfect message or experience. The discipline of experimentation gets you as close as you can to finding the perfect experience that speaks to your target. It's a constant revolution of testing and monitoring your progress.