Step 4:
Define Your Buyer Persona(s)
Written by Rebecca Churt at Hubspot.com
Visuals by patmillssullivan
November 5, 2016 (a repost)
Your website is not just about you. And when your visitors land on your website, they’re asking themselves, “What’s in it for me?” Speak to them in their language by strategizing your design and content around your business’ buyer personas. A buyer persona is a theoretical manifestation of your business’ ideal customers. They are fictional representations based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
For instance, if you’re a marketing manager at a hotel who is looking to bring in new business, you might target five different buyer personas: an independent business traveler, a corporate travel manager, an event planner, a vacationing family, and a couple planning their wedding reception.
Make sure you clearly identify your buyer personas so you can shape your website redesign strategy around the website visitors that matter most to you. For help with this, check out our handy buyer personas template — and accompanying blog post — to help you research and create detailed buyer personas.
Is your target audience changing as part of your website redesign? Does your branding and content align with this audience? Answer these questions as you’re strategizing your redesign. Then check out our comprehensive article about how to design a persona-centric website experience for more on the subject.
