LAURA LYNN | Why buyer persona research matters to the design of your website
Edmonton-based freelance graphic designer, writer, and illustrator. Also specializes in wayfinding and signage design, exhibit design, strategic planning consultations, and proposal writing.
Design, Edmonton, Graphic design, freelance, contract, copywriter, copywriting, copy writer, copy writing, writer, proposal writer, proposal, Alberta, Canada, Strategic Planning, Consultant, designer, graphic designer, way finding, wayfinding, signage, exhibit design, illustrator, illustration
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Why buyer persona research matters to the design of your website

If you’ve taken the time to properly develop buyer personas, you likely have a detailed look into the minds of your ideal customers and the audience you’re trying to target. You’ve explored their goals and pain points, preferred forms of content delivery, and priorities. You know what they want, and what makes them tick.

While buyer persona research should impact many different facets of your marketing strategy,  this information has considerable value when it comes to the design of your website. It should provide insight on some pivotal decisions and, if correctly actioned, should help you to form a strategic layout that gets you clicks.

Here are 3 crucial ways you should be using your buyer persona information to influence the design of your next website.

1. Your website needs to revolve around your visitors.

A great website that delivers results is so much more than just a pretty page. While creating something that is visually appealing will definitely have a positive influence on your audience and your perceived professionalism, it’s even more important to know what your visitors are looking for and what actions they want to take, then design your site to make it easy for them to do it.

In order to drive conversions, the things your personas need should be organized and highlighted in a way that makes sense to them. Think about how you would expect a stranger who doesn’t know anything about your business to behave on their first visit to your website. Are your menus, how things are titled, and your calls-to-action clear, appropriate, and logical? Make sure they’re all focused on helping your visitors find what they’re looking for and not just your own preferences.

2. Seriously, even your colours and fonts should be determined by who your audience is.

A lot of time and money has been put into researching the psychology of colour theory. It’s important to realise that different colours mean different things to different people. While you might think of yellow as being a happy, cheerful colour, in some countries and cultures, it’s the colour of mourning.

When selecting colours for your website, think about how you want your audience to feel and what reaction you want from them, then choose accordingly to ensure those colours are working for you, not against you.

Same thing goes for fonts. While you might have your own personal opinions about which typefaces you prefer, you should really be basing your decision on what is going to be most appealing and readable to your audience. If you’re choosing a typeface for young children or anyone who might be just learning to read, the simplified letterforms of sans serif fonts are easier to recognize. This can also be relevant when designing for seniors or readers with certain visual impairments. Do some research and make your choice based on both legibility and readability.

3. You should have calls-to-action that speak to each persona (and their pain points)

Discovering your target customers’ pain points is really the fundamental purpose of creating buyer personas in the first place. Once you know what they are, you should be designing your website to address them and clearly communicate what solutions you have to offer.

Your calls-to-action, in particular, need to speak directly to those pain points. They should effectively be saying, “Hey, customer, we know this issue is causing you heartache. We hear you, and we know how frustrating your life must be right now. While we can’t solve all your problems, here’s how we can take at least this one worry off your plate for you.”

Just don’t lose sight of the fact that your different personas likely have different pain points and are probably at different stages of their buyer’s journey. This means you probably can’t catch them all in a single call-to-action. Make sure there are different CTAs for each one, at the very least. An even better strategy is to consider creating different ‘mini-sites’, which can allow you to feature targeted language, messaging, videos, offers, products, etc. that appeal just to that particular segment or persona.

If that seems a little too much to wrap your head around, I can help you lay out a great website that’s optimised to attract the right visitors, and write content that converts them into customers. Get in touch to find a solution that fits for you.

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