A well-defined ideal client profile is a powerful tool that acts as a solid foundation and focus for your business.

It creates clarity and focus and helps you target the right audience with the right content and the right messaging – setting you up for success from the start.

If you’re wondering where to start with your ideal client work or you’d like to revisit your client profile, or maybe you just want to dig a little deeper, then this blog is for you!


Before building your website, creating your offer, or detailing your specific services you first need to understand who your ideal customer is.

Sounds obvious – right?! But here we go much deeper than just mapping out the demographics of our ideal client – gender, age, occupation, lifestyle, etc. To truly understand them, you must be able to answer THREE fundamental questions:

  1. What does your customer WANT?

Dig deep to really understand their goals, desires, motivations, desired outcomes, and what’s important to them.

  • What are your customer’s CHALLENGES?

What’s preventing them from achieving their goals? What’s their biggest problem? What are they struggling with right now?

  • What is your SOLUTION? (3-parts)
  • What do you offer that bridges the gap between what they want and their challenges?
  • What will their lives look like after they engage with your products or services? How does it impact their lives for the better?
  • Why would they choose your specific solution?

Knowing these things about your prospective clients will help you attract them, connect with them, and ultimately sell to them.

Essentially, you can become the person – business, brand, product, service – who helps them overcome their challenges and successfully achieve their goals.


You can identify your ideal client by building a client profile, often called an Ideal Client Avatar or ICA. Your ICA is an imaginary person – a fictional character – that represents your perfect client.

Imagine a ‘customer’ who is entirely bought into your solution, values what you do, and is ready to buy! Imagine, feeling confident that you can help; knowing that you will add value and you will both get great pleasure from working together. This is the perfect match! This is your ICA.

By understanding your ICA more deeply, you can begin to relate to their needs and desires, fears, and motivations. You can start to see the world from their perspective. You can put yourself in their shoes and imagine how they might be thinking and feeling.

Have fun with it! Give your ICA a name. An identity!


This could be a whole blog itself and whilst I won’t do it justice here, I do want to share a few helpful tips and pointers when it comes to researching your ideal client.

  • Look at your current client base – what type of people do you currently work with and who buys from you today?
  • If you have access to your customers – go talk to them, book time with them, and run an interview or a survey. Ask them these questions, listen carefully, and take note of their answers.
  • Look at your customer reviews. What are your happiest customers saying about you? Notice the words and language they are using. Take note of what your customers are saying and why they rate your specific solution.
  • Think about their preferred Sources of Information – where do they ‘hang out’ online? What are they searching for relative to your solution? What answers do they need? Which social media channels do they prefer? This not only gives you an insight into the problem to solve but also helps you know where to find them online.
  • Start a discussion on social media. Search by keywords, join a Facebook group and start a conversation.
  • Get to know your competitors. A little customer espionage’ goes a long way! Analyse their websites, and check out their social and testimonials. What problem are they solving for their customers?


You cannot be all things to all people in all markets. A common mistake that many businesses make, when they first start out, is trying to appeal to everyone.

When you try to target everyone, it ends up that you target no one! Your focus becomes too broad, too diverse and your message gets lost!

Niche it down, so you can appeal to an audience that truly values what you do. Focus on one main offer for one client.

By narrowing down your audience, you become the specialist – the knowledge expert. From here, you can establish yourself in a position of authority, credibility, and trust.


Benefits describe the value you offer in relation to a customer’s specific problem. You can summarise the benefits you offer in one simple sentence – your benefit headline statement.

Your headline statement communicates in simple terms who you help, how you help and what value you offer. It highlights the positive outcomes, the impact and clearly states how your product will enhance their lives for the better.

It’s the ‘so-what?’ of your offering. Essentially, why your specific product or service?

Benefits are always customer focused. They can be described in many ways, but they usually fall into a few common categories:

  • Convenience
  • Peace of mind
  • Increase money/ value
  • Saves money
  • Saves time
  • Desire
  • Aspiration


All great in theory! But what about in practice?

Start by listing all the benefits your customer will experience with your solution.

Choose ONE you think will have the biggest impact and use this in your statement. Combine this with the ideal client work you completed above.

Then bring both together with this tried-and-tested formula:

I help (your ideal client) with (what problem do you solve) so that (what benefit/ value do you offer)


You have a very small window of opportunity to engage your ideal customer – three seconds – and after that, they’re gone! You need to be crystal clear on your product or service offering to convince your potential clients to engage and stay on your website.

In short, you need to capture your audience’s attention. Fast!

Remove all the clutter and confusion! Don’t make your customers work hard to understand your offer.

Create laser-sharp, simple, and clear messaging, so that your potential customer is in no doubt about what you offer and how it benefits them for the better.

People need to understand why they need your products. Make it easy!


By developing a ‘killer’ headline statement you can communicate in simple terms your offer and what’s ‘in it’ for your ideal customer.

Use this statement on your website, front, and centre – above the ‘fold’ on your home page. Make it big and bold! Let it be the first thing visitors see when they visit your site.

Use it in your social media bios and your marketing materials. Include it in your marketing and email campaigns.

Keep editing your statement until it works – until it truly resonates! Stay focused and keep it refreshed. Revisit it – every 6 months – as your business evolves and grows.


All this matters because you can keep your ideal customer foremost in mind when you are crafting the content of your website and when deciding on the look and feel of your site.

You can develop key messages that resonate, connect, and build trust.

You can relate to and talk to them in their language.

In short, your ideal customer will feel acknowledged and heard!

Putting your customers centre-front on your website sends a strong signal that you understand and care deeply about them.

Essentially, you are on their side. You can help them realise their goals and desires. You want them to win. And their wins are your wins!

What’s your biggest ah-has from this blog? What are your biggest takeaways? Will you do anything differently? Let me know below and let’s talk.

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