WordPress.com Audience Insights

Sell faster, earn more

Entrepreneurs and business owners expect their websites to represent their brands and help them grow their businesses and revenue without hassle.

That means their sites need to be easy to use and update while delivering flawless uptime, stress-free scalability, and rock-solid security from day one. WordPress.com gives them a platform that accommodates their evolving needs and offers them the tools, plugins, and integrations they need.

As their website is often an important source of income, they’re willing to spend more on premium options if that saves them time and increases their earnings.

• eCommerce/online stores
• Physical stores
• Restaurants
• Scaled up business services (Courses, coaching programs, Agencies, etc.)

• This user group cares a lot about functionality and scalability. They want to be confident that they’ll have all the business tools they’ll need at hand.  
• When some users out-grow their existing platform, they’re likely to switch to WordPress.com to get easy access to the tools, plugins, integrations, and scalability that WordPress.com provides. 
• Because these users are running serious online businesses, they prioritize site security and ensuring that their site doesn’t go down. Technically-savvy users in particular understand how much WordPress.com excels in these areas. 
• The ability to integrate with multi-currency payment processors like PayPal or Stripe, take orders or bookings, and ship anywhere in the world are appealing to our global audience.
• Our 99.999% uptime, unlimited bandwidth, malware scanning and removal and DDoS and WAF protection are strong features for the security-minded.

Though when writing for a business-audience you should use a more straightforward, earning-centered language, you can sprinkle some technicalities here and there, mostly when referring to performance and scalability.

Create anything, grow anywhere

From influencers to artists, and YouTubers to filmmakers, Creators are motivated by showcasing their work, presence, and services in a way that reflects their personal brand.

Whether their creative work is a side hustle or a full-time job, they appreciate premium design and customization features, integration with social platforms, and tools that help them monetize their site and content.

• Content creators (podcasters, artists, designers, graphic designers, YouTubers)
• Authors
• Coaches
• Journalists
• Influencers
• Marketers
• Educators

• Many of these users are simultaneously building a website and a personal brand completely on their own, and for the first time. In addition to not having site-building technical expertise, they are often unclear as to which tools and features they need to make their site and brand/business successful. 
• They actively seek, and appreciate, external support to help guide them through this journey. Many of these customers have reported that our customer support is very useful in navigating the website building process, so this is a strong argument to win them over. 
• These users benefit from WordPress.com’s built-in tools that help establish their presence and grow their brand. Our features related to SEO optimization, digital marketing, analytics, newsletters, and social media integration are all particularly helpful for growing their site visitors and clients.

When writing for a creator-centered audience, use more straightforward, easy-to-understand language that appeals to their creative side as well as their wish to grow their brands.

Leave your mark on the web

Writers and bloggers prioritize self-expression and tend to view their sites as a way to share their thoughts, stories, and experiences with the world.

With a focus on ease-of-use, clean design, and building community, they’re likely to appreciate social media integrations, WordPress.com’s newsletter feature, and basic monetization features like tips, donations, and gated content subscriptions.

• Bloggers (personal, travel, photography, etc.)
• Writers
• Academics
• Book reviewers

• These users might be less familiar with the technical aspects of building a website and are looking for something simple, so they can focus on their content.
• They want a site that looks good and stands apart, while dedicating the time they have to writing and publishing great content instead of managing setup and maintenance.
• Many writers and bloggers say that what makes WordPress.com stand out is our community and our connection to the open-source WordPress movement, which differentiates us from other big website companies.

When addressing writers, use a more straightforward language that appeals to their creativity, focusing on the simplicity and community of WordPress.com.

All the speed, all the power

WordPress Developers build and manage professional websites for clients and organizations.

Because of that, they tend to be focused on the performance, speed, scalability, security, and cost of their WordPress hosting provider. Other factors important to this audience are site availability, ease of use, functionality, and clear documentation of advanced tools and features.

You may also know them as ‘coders’, ‘programmers’, or by the abbreviation ‘devs’.

• Freelance developers
• Developers working within an agency

• While often very familiar with WordPress, there’re still a number of developers who don’t see WordPress.com as a potential hosting provider for their clients. That’s because they think WordPress.com’s focused on general or non-technical users, and assume some limitations. In fact, WordPress.com has released a suite of developer-focused features that makes working on the platform easier and faster than ever. These features include:
  • Staging sites, 
  • Access to all their plugins and themes
  • AI tools to automate certain tasks
  • SFTP and SSH access
  • GitHub deployment 
  • WP-CLI
  • Direct wp-admin access
  • Access to Studio, our local development environment.

When writing for a developer-audience, use technically savvy, precise language. You could add numbers or stats to support your claims.