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By Petra Mayer

Buyer persona – as an entrepreneur you have probably heard the term, but may not have thought twice about what it really means. As an entrepreneur, knowing who your buyer personas are is very important. As a business strategy coach, I help entrepreneurs build website project plans that will help them launch their websites. One of the first things that I do for my clients is ask them to provide me with a clear overview of who their target audiences are for their websites. You’d be surprised of how many people can’t tell me who their customers are – I mean really provide me with the details about their customers. It’s really not that uncommon. But knowing who your buyer persona is before building your website is extremely important. Why? According to HubSpot, using personas make websites 2-5 times more effective and easier to use by targeted users. Sold? Ok, let’s delve deeper into what a buyer persona is.


What is a buyer persona?

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

Why is knowing our buyer persona important?

woman-on-computer-socialUsing personas when building a website can help make your site more appealing to the target user. Makes sense right? If we are targeting specific buyers, it only makes sense that our website should appeal to them. Also, in terms of marketing, knowing your buyer personas makes it easier to sell to them. Why? If you know who your audience is and how they tick, you can better tailor your content and marketing efforts towards them.

How many buyer personas should you have?

There is no cap on the number of personas you can have. You may have a series of different customers that you cater to. Using myself as an example, I have two buyer personas and I focus on targeting my website and marketing efforts based on these two personas – more on that later. When determining your buyer personas, be mindful that you don’t get lost trying to be everything to everyone!

What should I know about my personas?

When examining your customer and categorizing them into personas, I usually look at the following:


  • Profession – What do they do for a living?
  • Education – What is their education level?
  • Income Level – What is the income range?
  • Geographic Location – Where do they live?
  • Age – How old are they?
  • Gender – What is their gender?
  • Relationship Status – What is the relationship status?


  • Interests – What are their interests?
  • Buying Motivation – What is their reason for buying your product?
  • Buying Concerns – What is their concern when buying your product?
  • Personal and professional aspirations – What do they aspire to do with your product?
  • Pains and Gains – What problems are they looking to solve?

Example of Buyer Persona

Jill the Consultant

Jill is a marketing consultant and owns her own marketing company where she provides small and medium sized businesses marketing assistance such as brochure development, website copy and social media assistance. She has a bachelor’s degree and makes approximately $70,000 a year as a consultant. She is 33, single and lives in downtown Vancouver and does not have any dependents. She spends her free time with friends at local eateries. She is interested in higher end, quality items and doesn’t mind paying more to get good quality. She relies on content marketing, social media and websites when doing research and relies heavily on word of mouth and the opinions of her friends when making a buying decision. Jill has been feeling stuck in her business lately. She feels there is no room to grow without feeling at the brink of burnout. She is looking for some help to find how to scale her business so she can spend more time with her friends and at the same time reach six figures in her business.

How will knowing your personas help you?

Defining your buyer personas will help you identify the needs of your target audience and pinpoint problems that they may be experiencing. If you know who your customers are and what their needs are, you’ll have a better chance of providing the information that they are searching for when they are making a buying decision. If you can address the needs of a person, target your website and marketing to them, and address any questions they may have about the problem they are trying to solve, you will have a great chance of pre-qualifying your audience. This leads to a great match of your website readers and your ideal client persona.

Using the persona above, if I were to target her for my services, I would know that Jill is busy, has little time for research and relies on content, social and friends when making a purchase. I would know that educational content that helps answer her questions when purchasing would ultimately help guide her towards a purchase. I also know that she wants to grow her business but reduce her workload, allowing me to offer my business coaching services in a very targeted way.

Tips for Defining your Buyer Personas

If you are setting out to define your personas, take these tips into consideration when doing so:

  • When determining your buyer persona, interview your favorite customers
  • Knowing why customers buy from you is just as important as knowing what they buy from you or what they would love to buy from you
  • Marketing efforts based on behaviours will increase your chances of closing a sale
  • Targeting to specific persona is more effective than spreading to the masses
  • Your marketing, content and website should be relevant to the buyer persona as relevant data gets shared

If you would like more information about how you can identify your buyer personas and tailor your website to them, so your site will sell, sign up for my webinar: Website Shame to Website Fame: 5 Secrets How to Get a Website that turns Leads into Clients. Sign up here.

Petra Mayer, owner of Petra Mayer Consulting, is a Vancouver-based business strategy coach and consultant. She helps coaches, consultants and service professionals throughout North America and beyond to move from website shame to website fame with a website project plan and to grow from the pay-by-hour model to successful online entrepreneurs. Petra’s approach is based on more than 15 years of experience in online strategy and e-commerce.

Connect with Petra:

Email: Petra@petramayerconsulting.com

Facebook: https://www.facebook.com/petramayerconsulting?fref=ts

Twitter: https://twitter.com/petra_mayer




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