How to build user personas for your website..

How well do you know your customers or your ideal customers?
 
Over the last five years, I have been working on developing great user personas for my business. What I have found, is that by doing this I am able to adapt my business and create better solutions for my audience.
 
Why?..
 
Because the goal is to target the most ideal customer possible.
 
Furthermore, another thing I have learned, is that most websites or products are not based on user needs. Instead, websites and campaigns are being built on the best trends of 2017, 2016….
I am sure you have seen websites and post with ‘Best website design trends of 2017’.
 
As a result, we are seeing websites, campaigns and products based on trends and not needs and websites that look the same as others.
 
The goal of doing user personas or buyer personas is to understand your customers goals. As a result, it is key to identify their background story, demographics, needs and goals. Furthermore, it will help you understand their interests and the tone of voice to use when engaging with them.
 
The results?
 
Well you get to understand them better and communicate better with them. Overall, this is what inbound marketing and growth driven design are all about. Engaging rather than disrupting.
 
Today, my goal is to show you how to do this even if you are just starting blogging or new in business. It works for both online and offline businesses. In addition, I will share with you the best method to do this, by using a template that is great and easy to use.
 
Before we dive into the process and the benefits, let’s talk about the personas we are about to work on.
 

What are user personas or personas?

In simple words, it is your ideal customer, reader or user. In addition, it is the fictional person or group of persons you build to identify your key customers.
 
If you are a new business, it is key to identify your ideal customers. Also, it is key to do this even if you are identifying your brand and not only when you are doing a website or product.
 
For those who have been in business for a long time, this process is a lot easier as you already know who your customers are. In addition, it is key that you do this for any new project that requires your team to know the customers you are targeting.
 
how to create user personas
 

So why User Personas are important then?

 
  • Allows you to create products base on your customers’ needs and goals
 
  • Helps designers and developers create website with a User Experience based on actual customers
 
  • Gives marketers the ability to create powerful marketing campaigns
 
  • Helps you understand your customers needs and goals better
 
  • Helps you identify your main customers
 
  • Gives you the ability to align your business goals with the people that love your product

 

How to create user personas for your business?

 
The first thing you have to do here is to give your ideal customer a real name and a category.
 
Why?..
 
You want to feel connected to them. If you name them client 1 or 2, there is no connection between the two of you.
 
But, if you name your client Mary and put her in the Marketing director category, there is a connection that is instantly created.
 
userpersona
 
From there, you look at the overview of this person. Start by discussing their background. Here are a few questions to help you with this section.
 
1. What she / he likes to do
2. What she / he does at work?
3. How do they feel about they do ?
4. What are her hobbits or what she does after work?
 
Then start working on her demographics..
 
Let’s talk about her age, culture and other aspects that make up a persons demographics.
 
Here is a few examples..
 
Age: 30
Married
2 Children
Lives in the City
Makes x amount of money per year
Husband is an architect
Is very active (for fitness companies)
 
user demograpics
 
From here you can move on into the pre-sales section. Here you will look at her goals, the problems that she might be having and your solution for this (value proposition).
 
It is key to identify at least 3 – 5 goals that your ideal customer is looking to achieve.
 
Then we move into identifying the problems they are having. They key here is to identify a solution for each problem.
 
The worst thing you can do is identify a problem for a client and not give them a solution. So identify 3 – 5 problems and give them each a solution with one of your services or products.
 
user goals
 
One of the elements that helps us connect better with people and clients is to understand their emotions. The way they feel before they buy from us and the way we make them feel after they are your clients.
 
So divide emotions into two. First, is what they are feeling before they buy..
 
This can be stressed, excited, worried...
 
Then look into describing how they felt after the bought from you…
From here you are now able to understand and engage your new customer. You are understanding their emotions and learning about their needs and the value you are creating for them. Now, it is time to create a quick elevator pitch for this client category…
I am sure you have seen the TV show ‘Shark Tank‘. In this great tv show,  entrepreneurs go to make a hopefully good pitch to investors. Well, the pitch you want to write here, is not as big, but it is even more powerful.
Why?
Because you do not have 5 – 10 minutes to tell your clients what you do, why you are the right choice and the results you can achieve. Instead, you have just a few seconds or minutes to do this.
If you are not too sure on what this is, in simple words it is a persuasive speech you use to tell your ideal customer what your value proposition is.
Customers actually take about 20 seconds to make a decision once they enter your website. Hence, having a message that speaks in your customers voice is key at the start of your page.
Take a look at this website, where you can learn to create a great pitch for your user personas.
Most of the time when learning how to create user personas, this is where the tutorial ends. The problem is that this is just the pre sale part of your customer or user journey. Whether you have a blog or business your goal is to keep and continue to drive your customer to your website or business.
Hence, when I am teaching how to create user personas or working on creating my own personas, I do two more steps.
Not every sale is closed right away. As a result, the user is not a client, but a lead. So for you to be able to increase the percentage of leads that become clients, you need to understand the following:
  • Customers goals (6 to 12 months goals)after they have learned about you. Can you help them achieve these goals?
  • Biggest on boarding Challenges and your solutions to these challenges (Come up with at least 3)
  • Biggest new customer challenges and your solutions

Once you have these questions answered you are able to easier transform leads into customers. One of the greatest platforms where you can keep track of where your customers are in the customer journey is Hubspot. And it is completely FREE.

 

 

From here, you need to imagine that you have successfully get this customer or user to read and share your blog. When we are looking at how to create user personas we need to think about their goals when they sign up to work with us.

Let’s do this again in a 6 to 12 month goals plan, but think about it as if they are now your customers. Also, you have to think about the on boarding challenges that your customer will have in order to remain a client for long period of time.

Come up with a few challenges and some great solutions. In this post on how to create user personas, my goal was to give you an easy way to do this. As a result, I strongly recommend you to download the template we have created for you. As a result, you can follow this post and work on your user personas.

I strongly suggest you to do at least 3 personas categories. Keep in mind, that you can create multiple variations of the same persona. If you think this was useful, make sure to share it with your social media communities.

If you have any questions or got other methods that can help others to learn how to build user personas, share them below! let’s create a discussion.

Download your FREE template on how to create user personas.

this is the same template we have used to create user personas for our businesses and clients. It works towards really identifying who they are and how you can help them.

how to create user personas ebook
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