CREATING BUYER PERSONAS

WEBSITEREDESIGN

MONTH JUNE2015

TO HELP YOUR WEBSITE SELL

TABLE OF CONTENTS

1. What are Buyer Personas?

2. How can you use buyer personas?

3. How to create buyer personas

4. How to design your website for buyer personas

Bonus: Buyer Persona Template

WEBSITEREDESIGN

MONTH JUNE2015

CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 3

1. WHAT ARE BUYER PERSONAS?

When embarking on a website redesign one of the first things to consider is your business’s buyer persona. A successful website knows whom they are selling to.

A buyer persona is a semi-fictional representation of your ideal customer. They are based on market research, real data about customer demographics and online behaviour along with speculation about what motivates them.

A website approach that directly addresses the particular needs of each individual persona will contribute to a much more successful website.

CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 4

2. HOW CAN YOU USE BUYER PERSONAS?

Personas allow you to personalise your marketing for

different segments of your audience. You can tailor your

messaging according to what you know about those

different persona groups.

CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 5

3. HOW TO YOU CREATE BUYER PERSONAS

To help you define your personas, ask yourself the following questions about your target audience. We have also included a buyer persona template at the end of this ebook to help you create personas to share with your entire company

9 Questions to ask when creating a customer persona:• What is their demographic information?

• What is their job and level of seniority?

• What does a day in their life look like?

• What are their pain points?

• What are their goals?

• Where do they go for information?

• What experiences are they looking for when shopping for your products and services?

• What are their most common objections to your product or service?

• How do you identify the buyer persona?My occupationis a student.

Harry Potter

CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 6

4. HOW TO DESIGN YOUR WEBSITE FOR BUYER PERSONAS

To truly cater your website to your various marketing personas, you’ll need to take things a step further by creating targeted landing pages and content to go with them for each persona. This includes everything from:

Presenting the right content, to the right people, at the right time will give your website the best chance of being successful.

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