Who is this website for anyway?

October 3, 2013

Here is a hard truth about web sites. We don’t design them for our target customers, we design them for ourselves or to make our boss happy. The content is scrubbed and sanitized and often, not interesting. We add things to the site to make the “squeaky wheel” at the company quiet. We focus too much on the hard sell.

Stop creating websites for yourselves and create them for your customers. The first step is to figure out who your customers are by creating personas. Personas are fictional representations of your ideal customers. The persona might be based on some real customers or a combination of them. Start off by making a list and then flesh them out. Create a story about each persona, give them a name and a photo. Make them real and then make your website for them.

Good personas address the following:

  • Demographic information such as gender and age. Information like geography, marital status, children, race or income may be relevant as well.
  • Job title
  • Their motivation. What are their aspirations or fears?
  • What does a day in their life look like?
  • What is their educational level?
  • How comfortable are they with technology?
  • Media sources that they consume, including but not limited to social media
  • What has prevented this persona from buying your product/service so far? Or what problems do they have with your industry sector overall?
  • Do they use a competitor?

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