Green light: You’re approved to create a new website for your company. Your logical next step is to lock yourself away with some energy drinks and start cranking out new copy that brings the new vision for your company’s message to life. By the end of the week, you can have it done, right?
Whoa…let’s pump the brakes a little. You’re understandably excited, but there’s a lot that needs to happen before you ever put fingers to keyboard to start writing web copy, starting with development of personas, your website’s imaginary friends.
Time to Make Some Friends
In user-focused website development, a practice to which Flying Cork is committed, development of personas is a critical component to creating the optimal user experience. Personas help answer the question, “Who do you want your website to target?”
Too often the answer is “everyone.” But that’s not realistic. There will be people out there who are completely disinterested in what you have to offer. By trying to reach and convert them with the same messaging used to talk to your most loyal brand ambassadors or likely prospects , you’re not truly reaching anyone.
Personas allow you to get inside the heads and lives of your customers. The most effective personas are based on data gathered through focus groups, internal/external customer interviews, and other demographic and psychographic information. That information is then turned into representative descriptions of the people most likely to visit your website – the personas. These profiles explore who these likely visitors are, their interests, what would bring them to your site, and what actions you could expect them to take.
Why Go to the Trouble?
Personas play an important role in the creation of all facets of your website – from the copy to the design to the user interface. In essence, everyone on the team has the same understanding of the customer and their unique needs. As the various teams are developing their individual components, keeping the personas in mind will help them build an end product that speaks directly to your users, not to what your internal teams or even clients think the site should be.
We’ve said it before, and we’ll say it again: At Flying Cork, we don’t build websites for everyone, we build websites for someone. We can conduct the necessary research to create your website’s best imaginary friends. Let’s talk!