No More Questions

[This is part 4 of 4 in a series about a questionnaire I recently answered.]

I still haven’t implemented the changes Shelley recommended for my website. Despite my procrastination, I’m getting a lot of mileage out of our work together.

Shelley is a marketing professional I hired to improve my website. She didn’t just want to send a stronger signal into the depths of the web for anyone to find. She wanted to target my website to a very distinct group of people: my ideal clients.

My work isn’t for everyone. Neither is yours. Nor should it be. Trying to be everything to everyone is a road to nowhere—I’ve been down that road. When I first got into this business, I said yes to every project and every person that came my way. For some reason, I thought that’s what I had to do. But as I’ve grown, I’ve found more clarity in the work I want to be doing and the people I want to be doing it with.

That clarity has allowed me to focus on three distinct types of clients—each drawn to stonework in different ways, but all sharing a deep connection with stone. Even though I haven’t followed through with Shelley’s suggestions yet, question four of her questionnaire gave me a chance to reconnect with my thoughts on my ideal clients. Who are they? Where are they? How can I serve them?

WHO IS THE TARGET AUDIENCE/CLIENT FOR YOUR WEBSITE?

My website should be targeted to three distinct groups of people, bound by a love for stone: homeowners, landscape architects, and public or private institutions.

Homeowners

My ideal clients aren’t just looking for stonework—they’re seeking a deeper connection with their property through stone. They want more than a beautiful result; they want to be involved in the process and feel a bond with the person creating it. For them, it’s important to work with someone who shares their vision and brings creativity to the project.

For example, one of my current clients is building a new home with a general contractor, but they chose to collaborate directly with me for the stonework. This way, they could be more hands-on with design decisions and be part of the creative process. We’ve walked the site together, discussed the placement of key stones, and made sure the stonework reflects their vision for the property.

They see stone not just as a material, but as a medium for transforming their property. They value unique, creative stonework—dry-laid walls, mossy boulders, and stone art that feels alive in the landscape. For them, stonework isn’t just a functional or decorative element; it’s an art form that brings a sense of place and identity to their home. They view stonework as an investment, both financially and emotionally.

Landscape Architects

Design professionals who understand how natural stone can elevate a project. For them, stonework is not an afterthought but a central design element. They value working with someone who shares their obsession with craftsmanship and creativity. Together, we can inspire their clients to invest in stonework, knowing it will transform their landscape and become a worthy, lasting investment.

Institutions

I’ve loved working on projects at the Coastal Maine Botanical Gardens, where creativity and collaboration come together, and thousands of visitors get to experience the stonework every year. It’s deeply satisfying knowing the work we create becomes part of a place enjoyed by so many

I’d love to collaborate with more institutions like public gardens, parks, and wellness centers—places that value stone as a medium for creativity and art, providing the public with access to beautiful, meaningful spaces.

___________

As I’ve refined my vision for Norton Stoneworks, I’ve realized that not every project is the right fit. I can’t work with everyone who wants stonework. That’s too broad. My focus is on clients who share a connection to stone and see it as more than just a material; it’s art that shapes their space.

Have you identified your ideal clients? Who truly aligns with your work and vision? Who can you best serve?