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Purpose and Audience of a website

Learning Intentions

  • Understand the term target audience

  • Understand the importance of identifying the purpose of a website

Success Criteria

  • I can explain what the term target audience is
  • I can identify the target audience of a website
  • I can explain the purpose of a website

The purpose of a website

  • Every website serves a purpose, whether that be to inform someone of a product or service, or to sell a product, the website has it's own unique purpose.
  • For example, a personal website would seek to inform users about the person who the website is about

Identify the purpose of the following websites:


Purpose of a website

Our audience

  • When developing a website, or any digital media, it's important to know who the target audience of the website are
  • Audiences can be grouped by demographics including:
    • Age
    • Location
    • Competence with technology
    • Education level
  • Audiences can also be grouped in other ways, such as based on the purpose of the website.

Importance of your audience

  • Audience is one the first things we need to think about.
  • Knowing your audience can help us decide on a colour scheme that helps us captivate an audience, decide what the interface of the site will be and also organise the pages of the site.
  • It can also help design assistive tools that will aid with accessibility.
  • Remember, the target audience are the people who you are trying to convince to use your product or service.

Example business

Clare has a web development company. She is approached by a client, Peter, who tells her he owns a small electrics company in Peterhead and now requires a website. 

  • The website requires a modern interface that makes it easy for users to book appointments with Peter.
  • The website must be easy to navigate due to the fact that some of the users will be elderly
  1. Identify the target audience of this website
  2. Identify the purpose of Peter's website

The scope of our audience

  • Are our audience local, country-wide or international?
  • With our landscaping business, we might be looking at people within 40 miles or so of our own home.

The age of our audience

  • Knowing what age group(s) you are appealing to is perhaps the most obvious way to categorise your audience.
  • Different age groups will have several different things about them:
    • Reading levels (young children might not have as high a reading level as older children)
    • Money or no money (young children do not have any money)
    • Access to technology (again, younger and older people might have different levels of access to technology)
    • Travel (same as above, younger and older people might not have access to transport)

Technology access

  • Although this can be defined by age, it can also be classified by where they live.
    • In some parts of the UK, for example, the Rannoch Moor and Glencoe, broadband is something that is still not readily available. 
    • A user without access to a good infrastructure might not be a frequent user of the Internet
    • A user with a slow Internet connection might only be able to view a webpage without any styling or images on it.


  • Budget is also very important. For example, with our landscaping website, you might target people with big, big country house gardens or you might target those with smaller gardens. 
  • Both of these have different budgets to spend on their gardens.

Other examples

  • Hobbies
  • Religion
  • Ethnicity
  • Marital Status
  • Pets


There are many more than just this however!

Target audience?

Target audience?

Target audience?

Complete the task on target audience by specifying the target audience using the format shown before for each website.


Presentation Overview
Purpose and audience of a website
© 2020 - 2024 J Balfour
18:48 | 23-05-2024
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