Buyer Personas and Your Website
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Continued from Buyer Personas – Who, Besides Your Mom Is Your Audience
Websites also fall victim to the one-size-fits-all problem (remember, all your communications with your personas are related, and your website is the biggest piece of communication you have). Most web content is written generically, without buyer personas in mind, even if there has been an attempt to do so with the advertising campaign.
It feels natural to organize your website the way that you think about it. Everything is organized by the products or services, or by how you have things organized for yourself. This is a mistake. You need to structure your site according to your buyer personas; that way, when they come to your site looking for a solution to a problem, they can see an easy path to that solution. You need to concentrate on telling them what they want to hear, not on what you want to say.
This is perhaps the hardest part of an effective communications strategy: stepping away from what you already know about the product, and to learn how to couch it in terms that your buyer personas that will understand, that is categorized according to how they think or behave.
Your typical communications strategy is built on what the company wants to say about itself, not what the buyer is looking for or wants to hear. Communications strategies that work the best (and achieve their goals) are ironically, not actually about the company or its goals. They are about the customer and their problems, and how you are the solution to their problems.
A key part of this is to figure out what you want your buyer personas to believe about you.
Take careful notice about the word I used there: “believe”
It’s a very different thing than ‘think’. ‘Believe’ taps in to the emotional part of the buying cycle, the part that makes the actual decision.
Decide wisely what you want people to believe about you; it may make the biggest difference in whether they choose you to solve their problem or one of your competitors.
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This is like putting yourself as a customer. I ageee with your statement you need to structure your site according to your buyer personas.
[...] Expert Written by John Cow on July 8th, 2009 // As mentioned in the previous post about “Buyer Persona’s & Your Website“, once you know who you want to talk to by developing the buyer persona’s, you then [...]
People tend to buy with emotion and justify with logic, keep that in mind when creating content.
Igor