Understanding Your Target Audience
Early collaboration between Carlson Partners and August Ash revealed a very particular target audience. That is, CEOs and high-level decision makers. Discovery calls also revealed that the majority of Carlson Partners' business comes from word-of-mouth referrals and repeat business, rather than lead forms.
A key consideration in the early stages was to provide value to someone who’s already familiar with your business. The site is uniquely designed, not so much as a lead generation machine but as a source of validation. It should instill confidence in visitors that they are dealing with experts.
A well-crafted site is not just a well-crafted site. 75% of users admit to making judgments about a company's credibility based on their website's design.