Small businesses have a lot to consider when developing a website to drive sales.

A report from PointRoll suggests that small businesses using the web to improve leads and conversions are looking to make their content marketing and other campaigns more effective. One method many have adopted is more robust audience targeting, which 97 percent said they will focus on moving forward.

Whether an SMB is altering its website content or tweaking the text and landing pages for a paid search strategy, developing a content marketing strategy that speaks to the audience the company targets is crucial. Even marketing content that gets in front of the right prospects will be ignored if it does not contain relevant information presented in a style and tone most likely to compel conversion from a target.

Developing a better understanding of a target audience will not only make content more appealing in terms of subject matter, but knowing when your audience is most active online will help improve publishing schedules and understanding their pain points can influence site design to showcase their most important considerations on your homepage.

For some SMBs, the issue isn’t targeting the correct audience, so much as it is figuring out which audience to target. According to PointRoll, 17 percent of companies said their poor understanding of their own audience is holding them back.

ContentLEAD recently reported that both SEO and email marketing are top priorities for small businesses active on the web moving forward. Better audience targeting can help companies improve each of these channels as well in terms of the best keywords to target and email strategies most likely to reach prospects.