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Section 3 - Work Book Understanding the People You Serve

KNOWLEDGE VISIBILITY WEBSITE WORKBOOK

Chapter 3

Understanding the People You Serve

An organisation may know its products very well and still understand its customers only partially.

It may know:

• What customers buy

• How much they pay

• Where they live

• How often they purchase

But that is not enough for a Knowledge Visibility Website.

We also need to understand:

• Why people begin searching

• What problem they are trying to solve

• What they already know

• What they misunderstand

• What worries them

• What questions they ask

• What evidence they need

• Who influences their decision

• What may stop them from taking action

• What they expect after buying

Different people may come to the same organisation for completely different reasons.

A farmer, dealer, student, corporate buyer, policymaker and researcher may all visit the same website—but they will not look for the same information.

This chapter helps us build a clear Customer Universe.

The purpose is not to create artificial marketing profiles.

The purpose is to understand real people well enough that the website can guide each of them towards the right knowledge, service, product or action.

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3.1 Who Comes to Your Organisation?

Content Need

Please identify the main groups of people or organisations that contact, visit, buy from, learn from, partner with or depend upon your organisation.

Guidance Note

Do not think only about paying customers.

Your wider Customer Universe may include:

• Buyers

• Users

• Beneficiaries

• Influencers

• Partners

• Distributors

• Employees

• Students

• Researchers

• Media

• Government officials

• Donors

• Investors

• Suppliers

• Communities

Some may buy.

Some may recommend.

Some may influence a decision.

Some may only come for information.

All of them may need a place within the website.

Please List the Main Groups

_________________________________________________

Which Groups Currently Bring Business?

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Which Groups Mainly Seek Knowledge?

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Which Groups May Become More Important in the Future?

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Mentor’s Note

Do not make the list too broad.

“Everyone” is not a useful customer description.

A website for everyone usually becomes clear to no one.

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3.2 Paying Customer, User and Beneficiary

Content Need

Please distinguish between the person who pays, the person who uses and the person who benefits.

Guidance Note

These may be the same person—but not always.

For example:

Education Programme

• College pays

• Student participates

• Family may benefit

• Employer may later benefit

Farm Project

• Corporate owner pays

• Farm manager uses the service

• Workers follow the system

• Land and business benefit

Food Product

• Parent pays

• Family consumes

• Retailer influences choice

• Child may be the main user

This distinction affects website content.

The buyer may want price and reliability.

The user may want instructions.

The beneficiary may want outcomes.

Please Complete

Customer Group	Who Pays?	Who Uses?	Who Benefits?

Does the Website Need Separate Information for Any of These People?

☐ Yes

☐ No

☐ Not sure

Please explain:

_________________________________________________

Where This Information May Be Used

• Separate audience pages

• Product pages

• Service pages

• User guides

• Decision support content

• Case studies

• Frequently Asked Questions

• Calls to action

_________________________________________________

3.3 Primary Customer Groups

Content Need

Please identify the customer groups that matter most to the organisation.

Guidance Note

Every organisation may interact with many people, but not all groups need equal attention on the website.

We should identify:

• Primary customers

• Secondary customers

• Emerging customers

• Knowledge-only visitors

• Strategic stakeholders

Please Classify

Primary Customers

These are the people or organisations most central to the present business.

_________________________________________________

Secondary Customers

These groups are important but may not be the main focus.

Emerging Customers

These are groups the organisation wants to serve more in the future.

Knowledge Visitors

These people may visit mainly to learn, research or understand.

_________________________________________________

Strategic Stakeholders

These may include partners, government, media, investors, institutions or industry bodies.

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Mentor’s Note

This classification does not mean that less important groups should be ignored.

It helps decide:

• What should appear prominently

• What can appear deeper in the website

• Which pages deserve more detail

• Which calls to action should receive priority

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3.4 Customer Group Profile

Content Need

Please prepare a practical profile for each major customer group.

Guidance Note

A useful customer profile should help us imagine a real person or organisation.

It should explain:

• Who they are

• What situation they are in

• What they need

• What they understand

• What they worry about

• How they decide

• What may stop them

Avoid creating imaginary personalities with unnecessary details.

We do not need to know their favourite colour or holiday destination unless it affects the decision.

Customer Group Name

_________________________________________________

Who Are They?

Describe their occupation, business, institution, family role or professional situation.

_________________________________________________

Where Are They Located?

_________________________________________________

What Is Their Typical Size or Scale?

For example:

• Small farmer

• Medium food business

• Large corporate

• Individual household

• College

• Government department

• Startup

_________________________________________________

What Are They Usually Trying to Achieve?

_________________________________________________

What Problem Brings Them to You?

_________________________________________________

What Do They Already Know?

_________________________________________________

What Do They Usually Not Understand?

_________________________________________________

What Is Their Main Concern?

_________________________________________________

What May Stop Them from Taking Action?

_________________________________________________

What Would Give Them Confidence?

_________________________________________________

What Should They Do After Visiting the Website?

☐ Read a guide

☐ Understand a service

☐ Compare options

☐ View evidence

☐ Ask a question

☐ Contact the organisation

☐ Request a quotation

☐ Book a discussion

☐ Download a document

☐ Purchase a product

☐ Apply or register

☐ Other:

_________________________________________________

Repeat This Profile

Prepare a separate profile for each major customer group.

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3.5 What Is Happening in the Customer’s Life?

Content Need

Please describe the situation in which the customer begins looking for help.

Guidance Note

Customers rarely wake up thinking:

“Today I must visit this organisation’s website.”

Something usually happens first.

A trigger may be:

• A loss

• A new opportunity

• A failed crop

• A new project

• A health concern

• A business expansion

• A government notice

• A customer complaint

• A new job requirement

• A cost increase

• A family decision

• A recommendation from someone

• A deadline

• A crisis

The website should understand that starting situation.

Customer Group

_________________________________________________

What Usually Happens Before They Begin Searching?

_________________________________________________

Is the Situation Usually:

☐ Urgent

☐ Planned

☐ Emotional

☐ Technical

☐ Financial

☐ Regulatory

☐ Seasonal

☐ Repetitive

☐ One-time

☐ Long-term

What Are They Thinking at That Moment?

_________________________________________________

What Are They Afraid May Happen?

_________________________________________________

What Are They Hoping to Find?

_________________________________________________

Content Note

The opening of a webpage often becomes stronger when it reflects the visitor’s real situation.

For example:

Unsure whether your new food product is correctly priced?

is more useful than:

Welcome to our innovative food consultancy.

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3.6 Customer Problems

Content Need

Please list the practical problems faced by each customer group.

Guidance Note

A customer may have more than one type of problem.

Functional Problem

What is not working?

Example:

Production cost is too high.

Information Problem

What do they not understand?

Example:

They do not know where the cost increase is occurring.

Financial Problem

What is costing them money?

Example:

Their selling price does not cover the full cost.

Emotional Problem

What are they feeling?

Example:

They are worried that the business may fail.

Trust Problem

Whom or what do they not trust?

Example:

They are unsure whether vendors are recommending what they actually need.

Process Problem

What is difficult or confusing?

Example:

They do not know what information is required before obtaining a quotation.

Please Complete for Each Major Group

Type of Problem Customer’s Actual Problem

Functional

Information

Financial

Emotional

Trust

Process

Which Problem Is Most Urgent?

_________________________________________________

Which Problem Is Most Expensive?

_________________________________________________

Which Problem Is Most Poorly Understood?

_________________________________________________

Which Problem Can Your Organisation Solve Best?

_________________________________________________

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3.7 Customer Needs

Content Need

Please identify what the customer actually needs—not only what they ask to buy.

Guidance Note

A customer may ask for a product but need something larger.

For example:

They ask for a pump.

They may actually need:

• Correct water delivery

• Lower electricity use

• Reliable maintenance

• Suitability for their farm

• Help with installation

They ask for a website.

They may actually need:

• Better credibility

• Customer education

• Enquiry generation

• Knowledge visibility

• Easier communication

• Clearer service presentation

Try to look beyond the immediate request.

Please Complete

What the customer asks for:

_________________________________________________

What the customer actually needs:

_________________________________________________

What the customer may need but does not yet recognise:

_________________________________________________

Classify the Need

☐ Information

☐ Advice

☐ Product

☐ Service

☐ Training

☐ Comparison

☐ Verification

☐ Customisation

☐ Implementation

☐ Maintenance

☐ Finance

☐ Reassurance

☐ Partnership

☐ Other:

_________________________________________________

Mentor’s Note

Knowledge Visibility becomes powerful when the website helps customers understand their need before asking them to purchase.

_________________________________________________

3.8 Customer Goals

Content Need

Please describe what the customer is trying to achieve.

Guidance Note

Problems push customers to search.

Goals pull them towards a solution.

Examples:

• Reduce cost

• Increase income

• Save time

• Avoid risk

• Improve quality

• Meet a deadline

• Comply with regulation

• Gain confidence

• Learn a skill

• Find employment

• Make a better decision

• Improve health

• Build credibility

• Scale a business

Please Complete

The customer wants to:

_________________________________________________

What Would Success Look Like to Them?

_________________________________________________

How Quickly Do They Expect Results?

☐ Immediately

☐ Within days

☐ Within weeks

☐ Within months

☐ Over one year

☐ Long-term

☐ Depends on the situation

Is Their Expectation Realistic?

☐ Yes

☐ Partly

☐ No

☐ Needs explanation

What Should the Website Explain About Results?

_________________________________________________

3.9 What Do Customers Already Know?

Content Need

Please assess the customer’s present level of understanding.

Guidance Note

The same subject may need to be explained differently to different visitors.

A beginner may need:

• Basic meaning

• Simple examples

• Step-by-step guidance

An experienced professional may need:

• Technical details

• Data

• Comparisons

• Methodology

• Evidence

A policymaker may need:

• Scale

• Impact

• Cost

• Implementation model

Customer Knowledge Level

☐ Completely new to the subject

☐ Basic understanding

☐ Some practical experience

☐ Experienced user

☐ Technical professional

☐ Expert

☐ Mixed audience

What Do They Usually Understand Correctly?

_________________________________________________

What Do They Commonly Misunderstand?

_________________________________________________

Which Terms Need Simple Explanation?

_________________________________________________

Which Technical Details Do They Actually Need?

_________________________________________________

Content Note

Do not make every page overly simple or overly technical.

The website may need several content levels:

• Quick answer

• Simple explanation

• Detailed guide

• Technical reference

• Downloadable document

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3.10 Customer Questions

Content Need

Please collect the questions customers repeatedly ask.

Guidance Note

Customer questions are among the most valuable inputs for a Knowledge Visibility Website.

Every genuine question may become:

• A website page

• A Frequently Asked Question

• An article

• A short video

• A comparison

• A guide

• A downloadable checklist

• A tool

• A case study

Do not correct or rewrite the questions immediately.

First record them in the language customers actually use.

Questions Asked Before Contacting You

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Questions Asked During the First Discussion

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Questions Asked Before Buying

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Questions Asked After Buying

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Questions Customers Are Hesitant to Ask

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Questions Customers Should Ask but Usually Do Not

_________________________________________________

Mentor’s Note

A customer question that appears basic to an expert may still deserve a clear answer.

Do not dismiss repeated questions as foolish.

Repeated confusion usually means the market has not been properly educated.

_________________________________________________

3.11 Customer Fears and Concerns

Content Need

Please identify what customers worry about before taking action.

Guidance Note

A customer may like the solution and still hesitate.

Common fears include:

• Losing money

• Choosing the wrong product

• Being misled

• Poor quality

• Hidden charges

• Delayed delivery

• Lack of support

• Technical failure

• Social embarrassment

• Regulatory trouble

• Health or safety risk

• Difficulty using the product

• Dependence on one vendor

• No visible result

A good website does not exploit fear.

It reduces unnecessary uncertainty through clear information.

Please List the Main Concerns

_________________________________________________

Which Concern Is Most Common?

_________________________________________________

Which Concern Is Most Justified?

_________________________________________________

Which Concern Is Based on Misunderstanding?

_________________________________________________

How Can the Website Address These Concerns?

☐ Explanation

☐ Evidence

☐ Case study

☐ Customer story

☐ Price clarity

☐ Process explanation

☐ Warranty information

☐ Certification

☐ Demonstration

☐ Comparison

☐ Expert profile

☐ Frequently Asked Questions

☐ Other:

_________________________________________________

3.12 Trust and Credibility

Content Need

Please identify what makes customers trust the organisation.

Guidance Note

Different customers trust different forms of evidence.

Some may trust:

• Years of experience

• Technical qualifications

• Recommendations

• Customer reviews

• Case studies

• Demonstrations

• Certifications

• Transparent prices

• Founder involvement

• Known partners

• Photographs of real work

• Published knowledge

• Data

• Samples

• Trial periods

We should identify what matters to each customer group.

Please Complete

Customer Group	What Builds Trust?	Evidence Available

What Makes Customers Distrust Organisations in Your Field?

_________________________________________________

Has Your Sector Faced Any Common Credibility Problems?

_________________________________________________

What Proof Should Appear on the Website?

_________________________________________________

Content Note

Trust should be demonstrated—not repeatedly claimed.

Showing one relevant case study may be more convincing than writing “trusted by thousands.”

_________________________________________________

3.13 Customer Decision Process

Content Need

Please explain how customers move from recognising a need to making a decision.

Guidance Note

Most decisions happen in stages.

A customer may:

1. Notice a problem

2. Search for information

3. Ask friends or colleagues

4. Compare options

5. Contact providers

6. Request price

7. Check credibility

8. Discuss internally

9. Take approval

10. Purchase or postpone

The website should support each stage.

Please Describe the Typical Journey

Stage 1: What triggers the search?

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Stage 2: Where do they look for information?

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Stage 3: What do they compare?

_________________________________________________

Stage 4: Whom do they consult?

_________________________________________________

Stage 5: What evidence do they seek?

_________________________________________________

Stage 6: What final factor influences the decision?

_________________________________________________

Stage 7: What may cause delay or rejection?

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How Long Does the Decision Usually Take?

☐ A few minutes

☐ One day

☐ A few days

☐ A few weeks

☐ Several months

☐ More than one year

☐ Varies significantly

Is the Decision Mainly Based On:

☐ Price

☐ Quality

☐ Trust

☐ Urgency

☐ Recommendation

☐ Technical suitability

☐ Availability

☐ Compliance

☐ Convenience

☐ Relationship

☐ Brand reputation

☐ Combination of factors

_________________________________________________

3.14 Who Influences the Decision?

Content Need

Please identify all the people who may influence or approve the customer’s decision.

Guidance Note

The person visiting the website may not have the authority to buy.

For example:

• A student may need family approval.

• A farm manager may need owner approval.

• A technical officer may recommend, but procurement may purchase.

• A homemaker may choose, but another family member may pay.

• A department may need financial approval.

• A doctor may influence a health product decision.

• A retailer may influence a consumer’s brand choice.

The website may need content for more than one decision-maker.

Please Complete

Role in Decision	Person or Group	What Information Do They Need?
User
Influencer
Technical Evaluator
Financial Approver
Final Decision-Maker
Purchaser

Who Usually Visits the Website First?

_________________________________________________

Who Gives Final Approval?

_________________________________________________

Does Each Person Need Different Information?

☐ Yes

☐ No

☐ Sometimes

Please explain:

_________________________________________________

3.15 Customer Objections

Content Need

Please identify the reasons customers give for not proceeding.

Guidance Note

An objection is not always a rejection.

It may mean:

• The customer does not understand

• The customer does not trust

• The timing is wrong

• The customer needs approval

• The price is not justified

• The risk feels too high

• The process appears difficult

• Another option seems easier

Common Objections

Please record the actual language used by customers.

_________________________________________________

What Does Each Objection Really Mean?

Customer Objection	Possible Meaning

Can the Website Address the Objection?

☐ Through better explanation

☐ Through price transparency

☐ Through comparison

☐ Through evidence

☐ Through case studies

☐ Through process clarity

☐ Through guarantees or policies

☐ Through consultation

☐ It cannot be resolved online

Mentor’s Note

Do not design website content to argue with customers.

The objective is to help them make an informed decision—even when the right decision is not to buy.

_________________________________________________

3.16 Customer Language

Content Need

Please record the words and expressions customers naturally use.

Guidance Note

Experts often speak in technical language.

Customers may describe the same issue differently.

For example:

Expert Language:

Nutrient deficiency symptoms

Customer Language:

The leaves are turning yellow.

Expert Language:

Cost allocation methodology

Customer Language:

How much does one plate actually cost me?

Expert Language:

Candidate-employer competency alignment

Customer Language:

Why am I not getting selected?

Both forms are useful.

The website should connect customer language with accurate professional explanations.

Please Complete

Customer’s Words	Organisation’s Technical Term

Common Search Phrases Customers May Use

_________________________________________________

Words Customers May Not Understand

_________________________________________________

Words That May Create Fear or Confusion

_________________________________________________

3.17 Where Do Customers Look for Information?

Content Need

Please identify the places customers use before contacting the organisation.

Guidance Note

Customers may search through:

• Google

• AI assistants

• YouTube

• WhatsApp groups

• Social media

• Industry portals

• Government websites

• Friends and relatives

• Dealers

• Consultants

• Local experts

• Trade exhibitions

• Newspapers

• Colleges

• Professional associations

• Online marketplaces

Understanding these sources helps decide where knowledge should be published.

Please Select

☐ Search engines

☐ AI assistants

☐ YouTube

☐ WhatsApp

☐ Facebook

☐ Instagram

☐ LinkedIn

☐ Industry websites

☐ Online marketplaces

☐ Government portals

☐ Friends or relatives

☐ Dealers

☐ Consultants

☐ Professional networks

☐ Events or exhibitions

☐ Print media

☐ Other:

_________________________________________________

Which Source Do They Trust Most?

_________________________________________________

Which Source Creates the Most Confusion?

_________________________________________________

Which Source Currently Brings the Most Enquiries?

_________________________________________________

Which Source Should the Organisation Strengthen?

_________________________________________________

3.18 How Do Customers Prefer to Learn?

Content Need

Please identify the formats customers find easiest to understand.

Guidance Note

Not every customer wants to read a long article.

Some may prefer:

• A short answer

• Step-by-step instructions

• A video

• A diagram

• A comparison table

• A downloadable guide

• A calculator

• A live demonstration

• A customer story

• A phone conversation

Different subjects may require different formats.

Please Indicate Customer Preference

Which Format Builds the Most Confidence?

_________________________________________________

Which Format Is Easiest for the Organisation to Produce?

_________________________________________________

Which Useful Format Is Currently Missing?

_________________________________________________

3.19 Customer Accessibility Needs

Content Need

Please identify anything that may make the website difficult for customers to use or understand.

Guidance Note

Customers may face challenges related to:

• Language

• Literacy

• Technical vocabulary

• Internet speed

• Small mobile screens

• Age

• Visual difficulty

• Hearing difficulty

• Digital confidence

• Limited time

• Limited data access

• Difficulty downloading large files

A Knowledge Visibility Website should make important information accessible to the people it is intended to serve.

Please Consider

Do customers mainly use:

☐ Mobile phones

☐ Laptops

☐ Desktop computers

☐ Shared devices

☐ Low-cost smartphones

☐ A combination of devices

Is Internet Speed Often Limited?

☐ Yes

☐ No

☐ In some locations

☐ Not sure

Do Customers Need Simple Language?

☐ Yes

☐ No

☐ For some sections

Are Multiple Languages Required?

☐ Yes

☐ No

☐ Later

Are Audio or Video Explanations Important?

☐ Yes

☐ No

☐ For selected topics

Are Printable or Downloadable Versions Useful?

☐ Yes

☐ No

☐ For selected content

What Else Should the IT Team Consider?

_________________________________________________

IT Team Note

The website should remain lightweight, mobile-friendly and readable. Important information should not depend on large images, complex animation or high-speed internet.

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3.20 What Happens After the Customer Buys?

Content Need

Please understand the customer’s needs after the transaction.

Guidance Note

The website should not stop helping once a purchase is made.

Customers may still need:

• Installation guidance

• Operating instructions

• Training

• Maintenance

• Usage tips

• Troubleshooting

• Warranty information

• Reordering

• Contact support

• Updates

• Community access

• Feedback channels

Post-purchase knowledge can reduce confusion, complaints and service costs.

Please Complete

What does the customer need immediately after buying?

_________________________________________________

What questions usually arise later?

_________________________________________________

What mistakes do customers commonly make?

_________________________________________________

What support does the organisation currently provide?

_________________________________________________

What support should be added to the website?

_________________________________________________

Possible Website Resources

☐ Getting Started page

☐ User manual

☐ Installation guide

☐ Troubleshooting page

☐ Video tutorial

☐ Maintenance schedule

☐ Warranty page

☐ Support form

☐ Reorder page

☐ Customer community

☐ Frequently Asked Questions

☐ Other:

_________________________________________________

3.21 Difficult or Unsuitable Customers

Content Need

Please identify situations where the organisation may not be the right choice for a customer.

Guidance Note

A trustworthy website should help people understand suitability.

The organisation may not be suitable when:

• The customer’s requirement is outside its expertise

• The budget is unrealistic

• The location cannot be served

• The expected result is impossible

• The customer needs a different specialist

• The timeline is too short

• The project conflicts with organisational principles

• The customer expects unverified claims

• Safety or legal requirements cannot be met

Clear qualification saves time for both sides.

We May Not Be the Right Choice When:

_________________________________________________

Can the Website Explain This Respectfully?

☐ Yes

☐ No

☐ Only during direct discussion

Can Alternative Resources or Referrals Be Offered?

_________________________________________________

Mentor’s Note

Telling unsuitable customers early can increase trust.

It shows that the organisation is interested in solving the right problem—not merely obtaining every order.

_________________________________________________

3.22 Priority Customer Questions for the Website

Content Need

Select the most important questions that the website must answer clearly.

Guidance Note

By now, many questions may have been collected.

We should now identify the first priority.

Choose questions that are:

• Frequently asked

• Important for decisions

• Commonly misunderstood

• Closely related to the organisation’s expertise

• Useful to many visitors

• Capable of building trust

Top Ten Priority Questions

_________________________________________________

10.

_________________________________________________

Which Question Should Be Answered on the Homepage?

_________________________________________________

Which Questions Need Their Own Detailed Pages?

_________________________________________________

Which Questions Can Be Answered Through FAQs?

_________________________________________________

Which Questions Need Videos, Tools or Downloads?

_________________________________________________

3.23 Customer-Focused Homepage Paths

Content Need

Please decide how different visitors should find their way from the homepage.

Guidance Note

The homepage should not force every visitor through the same path.

It may provide clear choices such as:

• I am a farmer

• I run a food business

• I am looking for a job

• I represent a college

• I need consulting support

• I want to learn

• I need a product

• I want to partner

These pathways should use customer language.

Our Main Visitor Pathways

Pathway 1

I am a: _________________________________________________

I need help with: _________________________________________

The website should take me to: ______________________________

Pathway 2

I am a: _________________________________________________

I need help with: _________________________________________

The website should take me to: ______________________________

Pathway 3

I am a: _________________________________________________

I need help with: _________________________________________

The website should take me to: ______________________________

Pathway 4

I am a: _________________________________________________

I need help with: _________________________________________

The website should take me to: ______________________________

Content Note

Use only the most important pathways on the homepage.

Too many choices may become confusing.

Less prominent visitor groups can still be served through the main menu, search and linked pages.

_________________________________________________

3.24 Customer Universe Summary

We will now bring the most important customer information together.

Primary Customer Groups

_________________________________________________

_________________________________________________

Secondary Customer Groups

_________________________________________________

Emerging Customer Groups

_________________________________________________

Main Customer Problems

_________________________________________________

Main Customer Needs

_________________________________________________

Main Customer Goals

_________________________________________________

Main Fears and Concerns

_________________________________________________

Main Decision Factors

_________________________________________________

Main Sources of Trust

_________________________________________________

Main Objections

_________________________________________________

Customer Language

_________________________________________________

Preferred Knowledge Formats

_________________________________________________

Main Post-Purchase Needs

_________________________________________________

3.25 Content Prepared for the IT and Content Teams

At the end of this chapter, the following information should be available.

Customer Structure

• Primary customer groups

• Secondary customer groups

• Emerging customer groups

• Knowledge visitors

• Strategic stakeholders

• Paying customers

• Users

• Beneficiaries

• Decision-makers

• Influencers

Customer Understanding

• Starting situation

• Problems

• Needs

• Goals

• Existing knowledge

• Misunderstandings

• Fears

• Trust requirements

• Objections

• Decision process

• Customer language

• Accessibility needs

Website Inputs

• Audience-specific pages

• Priority customer questions

• Homepage visitor pathways

• Customer-focused headings

• Frequently Asked Questions

• Trust-building content

• Case study requirements

• Post-purchase support content

• Preferred content formats

• Calls to action

_________________________________________________

Notes for the IT Team

The website structure should allow important customer groups to find relevant information without understanding the organisation’s internal departments.

Navigation should preferably follow customer thinking.

For example:

Instead of:

• Division A

• Division B

• Technical Services

• Business Solutions

consider pathways such as:

• For Farmers

• For Food Businesses

• For Students

• For Institutions

• Learn About Our Work

• Find a Solution

Important customer questions should be visible as normal page content and linked to relevant:

• Guides

• Services

• Products

• Case studies

• Videos

• Downloads

• Contact actions

The website search function should help visitors search in their own language.

Pages should be written and organised so that a visitor can understand:

• Whether the information is relevant to them

• What problem is being discussed

• What options are available

• What evidence supports the answer

• What they should do next

Avoid requiring every visitor to begin from the homepage.

Important customer pages should also work independently when discovered through search engines, AI assistants, social media or external links.

_________________________________________________

Chapter Completion Check

Before completing this chapter, please confirm:

☐ Primary, secondary and emerging customer groups have been identified.

☐ The paying customer, user and beneficiary have been distinguished.

☐ A practical profile has been prepared for every major customer group.

☐ Customer problems are described in their own language.

☐ Customer needs have been separated from immediate product requests.

☐ Main customer goals are clear.

☐ Common misunderstandings have been identified.

☐ Frequently asked questions have been recorded.

☐ Customer fears and objections have been documented.

☐ Trust-building evidence has been identified.

☐ The decision process and decision-makers are understood.

☐ Customer language and search phrases have been collected.

☐ Accessibility and device limitations have been considered.

☐ Post-purchase information needs have been recorded.

☐ Priority homepage pathways have been selected.

_________________________________________________

What We Have Achieved

We began this chapter by asking:

Who does the organisation serve?

We now have a much richer answer.

We understand:

• Who visits

• Who buys

• Who uses

• Who benefits

• Who influences

• What starts the customer’s search

• What problems they face

• What they hope to achieve

• What they fear

• What they misunderstand

• What evidence they need

• How they make decisions

• What information they need before and after buying

This understanding will prevent the website from becoming a company brochure.

It will help us build a website that responds to real people and real situations.

In the next chapter, we will begin identifying the organisation’s Knowledge Domains—the major subjects around which its experience, answers, resources and website content should be organised.