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It is important to understand the customer groups to whom sales will be made, their needs, and opportunities. In this guide, we include evaluations such as the customer groups we are interested in and their sales potential.
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Helpmate
Customer Segmentation Guide
It is important to understand the customer groups to whom sales will be made, their needs, and opportunities. In this guide, we include evaluations such as the customer groups we are interested in and their sales potential.
You can submit your questions and suggestions by adding comments to the document.
1. What is Customer Segmentation and Why is it Important?
Based on needs, potential customers should be divided into specific groups, and the most accurate solution for them should be presented in accordance with their purchasing thresholds.
With customer segmentation, we can categorize potential customers based on their needs, budgets, and behaviors in this way. Each segment compels us to develop different value propositions, communication languages, proposals, and sales strategies within itself.
Specifically for this sustainable web presence business, our agency has deemed it appropriate to create the following fundamental customer segments.
Segment | Who Are They? | Main Need | Decision Criterion | Average Budget | Sales Approach |
Individuals
| Individuals who have newly started their own business, generally owning a personal brand or micro-enterprise. | Personal brand site, social media connection, WhatsApp button, a store with a few products, or a catalog page. | Affordability and the ability to do/achieve the next steps themselves. | 10-20 thousand TL | Basic package + sample reference demonstration / site building training package. |
Small Businesses | Small businesses providing local or regional services with 5-50 employees. | Corporate website appearance, contact form, Google Maps registration, WhatsApp button. | Trust, SEO performance. | 20-40 thousand TL | Industry example + conversion-oriented explanation |
Medium-Sized Companies
| Companies with 50-250 employees, multiple departments, and growth targets. | CRM, online reservation, quotation system. | 50-100 thousand TL | ||
Corporate Companies
| Institutionalized large companies with multiple departments and high brand awareness. | Brand image, regular and comprehensive services, multilingual site, sub-domain management, custom integrations | Corporateness, project management, warranty. | 50-150 thousand TL | Detailed brief, proposal file, process plan |
Partners/Dealers | Businesses likely to recommend our services to their own customers. | White-label service, seamless after-sales support. | Professionalism, reputation, and reliability. | Variable | B2B partnership model, commission sharing |
E-commerce Initiatives | Those who want to set up a Shopify/Wix store. | Product management, payment, shipping, SEO. | Ease of use, support. | 30-70 thousand TL | Demo store + campaign setup |
2. Understanding Customer Segments
Customer segments can differentiate internally based on their sectoral needs, so changes in sales approaches may also be required.
Generally, tradesmen look for local visibility and awareness; do-it-yourselfers look for very cheap services and training; medium-sized companies look for product promotion; and large-scale companies look at brand image.
Segment | Profession Branch | Who Are They? | What Can Be Sold? |
Individuals
| Consultant / Trainer | Needs to highlight personal identity. All info should be presented within a single-page site flow. The website must be affordable and easy to manage. Doesn't have a steady income stream to become a regular agency client, or wants to get website service initially with a limited budget and continue doing everything themselves later. Sports trainers, spiritual trainers, personal trainers, and life coaches are the most ideal customers. | A structure where their students can book appointments online, contact forms, receiving online payments with prices they define via documents, 3-4 page website design with basic SEO service. In addition, sales funnel website service should be provided specifically for this profession. |
Street Artist / Photographer / Musician | A site design that does the job is sufficient. A ready-made theme site package they can be happy with can be offered without SEO. Their budget is very limited (even if they are a famous photographer, they don't want to spend money). Musicians want to publish their tracks and playlists. | Portfolio, contact form, WhatsApp button, simple website with a reservation app depending on the situation. | |
Shipping / Transportation | Has intense demand for SEO. Wants the site to constantly appear at the top but is not willing to pay accordingly. Doesn't care how the site looks and wants to get the cheapest price possible. A ready-made theme package should be offered with basic SEO setup. | A simple single-page website with contact numbers, WhatsApp button, and form (extremely affordable SEO service depending on the situation). | |
Those About to Start a Work-From-Home E-commerce Business | In the research phase of what is what. Tends to continue researching online as they need to figure out not only the website but also what e-commerce is. The likelihood of buying a package is low, but they might be willing to get training. If they have a product idea they think will work, they might risk a tiny fraction of their savings to test it. | Beginner-level e-commerce and site-building training. | |
Influencer / Content Creator / Other Creative Professions | Builds the website as a single page in a link-tree-like structure to be viewed on mobile. Since social media is the main income source, having a website doesn't seem valuable unless there is a specific reason. | A simple single-page site that looks very good on mobile. In addition, sales funnel website service can be provided specifically for this profession. | |
Small Businesses
| Hairdresser / Beauty Center | No or limited aesthetic concerns regarding the website. They look for a system for their appointments when transitioning to a busy workflow. Not inclined to pay much, but this can vary regionally. | A structure where they can receive online appointments, a contact form, and a simple site. |
Mechanic / Plumbing / Service | Intense demand for local SEO. They themselves do not know that site design is important for this job, and this situation must be explained. Not inclined to pay much, but if they notice they are standing out in the visible section, they might want to buy a service they will pay for regularly. | Ready-made website packages, custom design standard site packages, local SEO packages, and Google Maps registration. | |
Cafe / Boutique Cafe | These customers think a website will bring benefits to a food business. | Video production, logo design, and social media management. | |
Medium-Sized Businesses
| Production / Industry | CNC workshops, plastic injection companies, metal manufacturers, packaging producers, 3D printing centers fall into this group. Whatever they produce, they want it to be cleanly promoted on their sites, and for the customer to examine catalogs and options. They are generally not good with technology, so they are in a segment that requires constant support. | Catalog-style website, e-commerce site for those with retail products, quoting template, payment receiving system. |
Wholesale / Distribution | Electrical materials, hardware, automotive spare parts, building material distributors, dealers, and wholesalers fall into this group. They want retail/wholesale sales or product listing with a catalog system. They have thousands of products, so they may look for features like bulk product upload/edit, showing discount rates, showing prices only to members. Those who want to sell retail find basic e-commerce features sufficient. | Catalog site, e-commerce site, quoting system, marketplace and shipping integration, e-invoice integration. | |
Technology / Software | SaaS startups, ERP providers, corporate digital transformation firms. These companies are adept at using technological systems due to their sector and intensively compare applications/solutions. | Sales funnel system, automations, quoting system. | |
Retail Chain | Clothing, electronics, or DIY store brands with 5–20 stores. These firms adapt to e-commerce with difficulty and are distant toward online systems. | Retail e-commerce site, e-invoice, and other integrations. | |
Education / Consultancy | College chains, private course centers, corporate training agencies, visa consultancy firms. These companies want visibility and constant customers. Suitable for selling physical and digital products in exchange for good work. | Quoting system, receiving online payments, sales funnel management, automations, appointment system, online education system, e-commerce site, SEO service. | |
Health / Medical | Clinics, dental centers, medical device sellers. If newly opening or just opened, a basic site design is sufficient, but if it is an existing business, they want to use the site for customer acquisition. Multi-branch dental clinics might want to use the appointment system. A retail sales site is not preferred for selling medical devices, equipment, or parts due to variable prices. Instead, a catalog-based display is preferred. | Online appointment system, contact page, catalog page, SEO service. | |
Professional Services | Architecture offices, engineering firms, project consultancy companies, construction companies. These companies want their projects, showrooms, offices, and designs to be presented in the best way on pages and lists, but they still hesitate to pay. | Project portfolio site, elegant design, professional appearance, brand development, quotation system. | |
Logistics / Transportation | Shipping, cold chain, cargo, supply chain management companies. They generally need an appearance where they will look more corporate than they actually are. | Custom website design service for the company, brand development. | |
B2B Partners
| Printing Houses / Print Centers / Promotional Product Sellers | Sellers of all kinds of promotional materials like bags, hats, notebooks, notepads, etc. | They will be able to sell from their branded pages that we will prepare specifically for them, to offer to their corporate and individual customers alongside their own products and services. Within the scope of the collaboration, a revenue share will be paid per sale. The share rate will be determined based on the scope of the collaboration, the number of personnel affected, customer portfolio density, and customer portfolio sectors. |
Regional Manufacturers and Industrial Clusters | OIZ managements, industrial associations, sectoral unions, professional/tradesmen chambers. | ||
Municipalities | Vocational courses, municipal administrations, projects. | ||
Communities | Entrepreneurship, manufacturing, e-commerce, coding, platform communities. | ||
Photography / Video Production Companies | Studios producing brand shoots, product photos, corporate videos. | ||
Education / Consultancy Institutions | SME consultancy firms, chambers of commerce, KOSGEB/TÜBİTAK consultants. | ||
Financial Service Providers | CPA offices, financial consultants, payment infrastructure companies. |
3. Best Customer Segments
The best customers are those who are suitable for making continuous payments, show a desire to work long-term or have a workflow that we can support long-term, and have the potential to offer a mutually sustainable collaboration.
3.1 Medium-Sized Companies
In summary, our package matching with the areas medium-sized companies need the most can be as follows:
Area | Need | Matching with Service |
Corporate Image | Modern, secure, multilingual website | Corporate Identity and Business Digital Package |
Sales Digitalization | CRM integration, quotation forms, pipeline tracking | Automation and CRM Package |
SEO & Visibility | Corporate SEO, Google My Business management | SEO Growth Package |
Process Automation | Quote approval, customer tracking, document flow | Automation and CRM Package |
A sales and positioning strategy should be determined for these companies.
Stage | Strategy | Message Example |
Initial Contact | Emphasis on institutionalization and digital transformation | "We make your brand not just visible, but scalable." |
Needs Analysis | Department-based problem analysis (e.g., sales vs. production) | "Manage your entire process from quote to delivery through a single panel." |
Proposal & Pricing | Package + custom module approach | "Basic package is 35,000 TL, CRM integration is +10,000 TL." |
Upsell | SEO, CRM, dashboard modules | "We can receive performance reports via email, we can offer it as an additional module." |
Loyalty | SLA & maintenance agreement | "Your site stays up-to-date while you focus on growing." |
4. Our Sales Forecast Plan
The projected volume and conversion rates of sales in terms of reached channels are included in the table below.
Channel | Monthly Lead Target | Average Closing Rate | Number of Sales | Note |
Inbound | 10 | 25% | 2–3 | Blog, YouTube channel, Instagram & TikTok account, LinkedIn contents |
Partnership | 10 | 50% | 5 | Partner networks |
Outbound | 100 | 3% | 3 | LinkedIn / email outreach |
Total | 120 | – | 10–11 sales | Healthy pipeline volume |