How to Define your Ideal Client

If you’re just starting your business, building a website can feel like the first big step. But hold up—before we even pick a font or upload a headshot, there’s something way more important to figure out:

👉 Who are you building this website for?

Most people skip this step—and that’s why their websites fall flat. They end up writing vague content that doesn’t connect, offer services no one’s really asking for, and feel frustrated when nobody’s clicking "Buy Now."

According to HubSpot, 42% of businesses say they don’t fully understand their buyer persona (ideal client avatar)—and that lack of clarity leads to low engagement, poor marketing results, and wasted effort.
(Source: HubSpot’s State of Marketing Report)

Let’s fix that. It starts with getting clear on your ideal customer (also called a dream client or client avatar). Don’t worry—you don’t need to get it perfect, but the clearer you are, the easier everything else becomes.

In fact, a recent HubSpot study found that 42% of businesses admit they don’t really understand their ideal customer—and it shows. Vague websites, random content, and wasted hours on Instagram that go nowhere... sound familiar?

Your ideal client is the person you’d LOVE to work with. They’re the one who:

• Gets what you do

• Needs what you offer

• Is happy to pay for your help

• And leaves glowing testimonials because you actually made a difference

Sounds dreamy, right? But here’s the thing: you can’t speak clearly to everyone. If you try to help everyone, your message ends up helping no-one, and believe me I've tried this, been there, done that and got the T-shirt!!

Getting specific doesn’t mean you’re excluding people—it means you're making it easier for the right people to say “Yes!”

When you know exactly who you're speaking to, your messaging becomes magnetic. According to McKinsey, personalised marketing can increase marketing return on investment (ROI) by 10 - 30%! Not bad for just getting a bit clearer on who you’re here to help!

If this feels like guesswork, that’s okay. The goal is direction, not perfection. Your answers will evolve as you work with more people. But for now, this gives your website copy, offers, emails—even your Instagram posts—some real focus.

You’re no longer shouting into the void. You’re talking directly to her. And she’ll feel it.

First impressions count online. One study by Adobe found that 38% of people will leave a website if the content or design doesn’t resonate. That’s why understanding your ideal client before you build is crucial—it guides both your words and your layout.

Once you know who you’re talking to, we can start building a website that reflects your voice and meets your dream client where she’s at. Not some cookie-cutter template or vague “coaching for everyone” message.

💡 Want help with that? I offer 1:1 website support (tech included!) to help you create a site that feels like you—and that speaks clearly to your ideal customer. Let’s chat!