When you embark on a web design project, you’ll want to ensure that your website is built with your target audience in mind. Your website should speak to your potential customers and make them feel like it’s personalized to their needs. Identifying buyer personas will help you build a website that speaks directly to your target customers. As a trusted Tucson web designer, we at Anchor Wave use buyer personas as an essential part of our process!
What Is a Buyer Persona?
A Buyer Persona is an avatar that represents a real customer within your target audience/market. When defining your persona, you will want to identify important demographics, goals they want to achieve, emotional needs, challenges they experience when trying to find your service, common objections to buying your product and the main message you want to share with them about your product/service. So, when you have completed the profile, it becomes easy to speak directly to their needs.
How to Construct a Buyer Persona that Truly Represents Your Target Audience
- Create a Persona for Each Segment of Your Audience – Your business might serve multiple audiences, so be sure that you have a persona for each. Our Tucson web designers will help you identify and workshop 2-3 personas, to ensure all of your potential customers are represented in your branding and messaging on your website. For example, your business may serve homeowners and commercial property owners, and each of those audience segments is likely to have unique needs, goals, and challenges.
- Go Ahead and Name Your Personas – When it comes to buyer personas, it pays to be specific. Therefore, you shouldn’t shy away from giving each persona a name and short backstory. The more real they become, the easier it is to see them in the design and their user journeys, to ensure they have a clear path to their goal/see how you help solve their problem.
- Outline Their Characteristics – After you’ve named your persona, think about their personality and characteristics. How old are they? What is their annual salary? Are they married? Do they have children? The more you can round out your buyer personas, the better.
- Dig Deeper into Their Needs and Goals – Once you’ve nailed down the demographic details, it’s time to dig deeper. What are their goals with your products or services? How would they prefer to contact your company? What are the challenges they face when booking your services? What are the frustrations they may experience with your competitors (and how can you address those issues)?
- Think About What’s Stopping them from Buying from You – Perhaps the most critical detail to think about when rounding out your buyer personas is what might stop a potential customer from making a purchase from you. For example, if you run a local roofing company, your customers’ most likely hangups will be cost and lead time. Think about how you can address these challenges head on, so your content can speak directly to the solutions you offer.
If you are considering a new website to take your business into 2025, Anchor Wave can help you make the most of your website redesign. We are the Tucson web designer that local businesses trust for exceptional web design services. From building buyer personas to customizing your content to creating a visually stunning and intuitive design that captures your audience’s attention, we make every step of the process simple and approachable for your business.
