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Why Web Design Personas are Critical to Your Website’s Success

What if we told you that there was a secret sauce for creating a website that your customers actually love using? In fact, they love using it so much, they recommend your company to their friends and family, and become brand advocates through social media. The key to creating fans is to provide an unforgettable experience, while delivering exactly what they need, when they need it. Bottom line: your website needs to be intuitive to navigate, helpful, easy to digest, and meet their expectations immediately. Otherwise, you’re losing business to a competitor that has done the research necessary to implement the website features and functionalities to provide a killer experience. How do you crush the competition’s online presence? By creating and applying web design personas to your website.

Whether you’re looking to build a website from scratch, or redesign your current site, design personas are a great way to ensure your website is effective, optimized for conversions, drive your business goals, and provide what your customers are expecting.

Let’s dive into exactly what web design personas are, why you need them, and how to create and apply them to your next website design project:

What are web design personas?

If you’re a marketer, you’ve relentlessly been beaten over the head with the need for user personas to guide your marketing efforts. If you’re a business owner or a startup, it’s likely you’ve heard the term, but haven’t a clue what the value provides for your business. In a previous article, we define the three types of user personas and how they’re each applied to business. Web design personas are different from the other two personas as they are designed to understand how your customers will use your website and identify opportunities to improve their experience through varied functions, features, and structural layout.

Why do I need web design personas?

If web design personas are done correctly, they will give you a deeper understanding of who your customers are, what they need and crave in both their personal and professional lives, and based on their profile details, identify your core website features and functions to ultimately map out the basic structure of your website.

How do I create and apply web design personas?

Begin with your buyer personas. If you haven’t already created your buyer personas, our previous article walks you through, step-by-step, to create both B2B and B2C personas. If you’ve got your buyer personas finished, you’re off to a great start! Since you’ve got a solid understanding of who your customers are and what they’re looking for, you’ll be able to quickly match their needs to critical website features and functions.

Once you’ve got your buyer personas finalized, it’s time to create your web design personas. Our marketing and website developers have joined forces to create a handy toolkit to help you!

The Web Design Personas Toolkit includes:

Web Design personas toolkit