Here are some key steps to build a user-friendly website that will fetch useful traffic for your online business. First of all, try to identify the broad segments in your demographic on basis of following simple parameters:

• Marital status: single or married?
• Age group
• Educational background
• Job profile

When you are writing a copy, try to focus on key demographic segments. For example, ‘mortgage refinance’ topics should be directed towards middle-aged, working professionals. Ideally, address each topic for various product types or services you have in offer to a broad spectrum of demographic.

Simultaneously, identify the segments that people are mostly looking for by asking the following questions:
• What may prompt people to buy what you sell?
• What purpose are you serving? What need are you fulfilling?
• What are the key decision points?
• What will help in creating awareness among the potential buyers?
• What piece of information will assist them check off the key points in their entire decision making process?
• What will prompt them to action or get them into a BUY mode?

When users get deeper in research, while looking for various options, your website should make them feel confident that yours is the most reliable resource, which will make them act.