August 25, 2014 | Melanie Chandler

Does Your Website Design Target Your Buyer Personas?

Using Buyer Personas to Design Your Website

So, you researched and developed buyer personas. What do you do with that information? You create an awesome website!

Having a great website goes beyond the visual appearance—your site needs to revolve around your visitors.

While developing your buyer personas, you created a detailed look into the minds of your ideal customers, and now you know more about how they tick.

You've explored their goals and pain points, preferred forms of content, favorite social media platforms, time constraints, and priorities, among many other things. Now, you can use this information to create a strategic layout that will give your visitors custom-tailored experiences on your website.

Using Buyer Personas to Drive Conversions

The layout of your site organizes and highlights content that is important to your personas.

Say you own a hair salon, and your visitors want to know what services you offer. To guide visitors to your services, you can have an "attract" or call to action that leads to your services page.

Say brand loyalty is important to your persona, and they'd prefer to use a salon where they can find all the services they need and build relationships with the staff.

Leading them to your services page will show them that you offer everything they need - and adding pictures to the page of your stylists at work adds the personal connection they're looking for.

Include a "schedule an appointment with your favorite stylist" button at the bottom of the page to increase conversions, and you've made it easy for them to make the decision.

This is a great example of what I mean by "strategic layout" - you know what your visitors are looking for and what actions they want to take, and made it easy for them to do just that.

To use a different example, say that during your research you learn that your personas are older, and their eyesight isn’t all that great. How does this affect your website design? Obviously, your visitors need to easily be able to read the content on your site.

For the text on your site pages, choose fonts and sizes are easy to read. As a designer, I can’t tell you how many times I’ve been asked to make the text large because our clients are concerned about their visitors being able to read their websites. If your text is too difficult to read, chances are that your visitors are just going to skip over it.

Don't Underestimate Color in Website Design

As many of my other blog posts have suggested, I love color; in fact, “love” may be an understatement.

Colors and color combinations can evoke a range of emotions. Think about your personas’ lifestyles, personal values, attitudes, etc., and use colors for your website that correspond with them.

The psychology of color plays a big role in choosing colors that appeal to your personas, and the colors you choose should resonate with them. A nature-loving, outdoorsy teenager will generally respond to colors differently than her video-gaming, technology-loving older brother.

When you choose colors, think about what your personas will associate them with - will warm earth tones feel natural and organic, or just make them think of dirt?

The bottom line is simple - keep your personas in mind when it comes to the design of your website. What are they looking for? What will appeal to them? Does your website help them get to their end goal?

You took the time to develop your buyer personas, now listen to their needs and what they have to say before designing your new website.

Don't have buyer personas? Better get on that.

Crafting Effective Buyer Personas-Click Here to Download

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Melanie Chandler

Melanie Chandler

As design director, Melanie Chandler leads the design team and works with them to create consistently compelling and engaging website designs, images for digital marketing, and other visual content to communicate corporate identity and drive traffic on websites and social media.

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