You Have Three Customers…

When you boil it all down, you have three customers, Tom, Dick and Harry.

Let’s pretend you have an astronomy website, Astromall 2000.com.

• Tom wants to buy a telescope for his son’s birthday. He knows zilch about what he needs to buy. He has loads of questions and a budget. He needs your site to untangle things for him. Tom is a n00b.
• Dick owns a telescope, reads astronomy magazines and has been to your website in the past. He just got his tax return and wants to buy a new telescope, but needs help from your site on picking sure if he wants a Meade or a Celestron. Dick is an educated buyer.
• Harry has owned telescopes for the last 25 years. He writes the articles in the magazines that Dick reads. He comes to your site because he wants a TeleVue Ethos 2″ Eyepiece to see if you have it available. Harry is an expert.

Your website needs to cater to three very different experiences. Does it? Does your present site do it?