Who are your website personas? If you don’t know the answer to this question, chances are you’re not generating the leads, donations, sales or revenue on your website that you could be.

So what is a website persona?

A website persona is a typical person who might use your website.  By designing your website to meet the needs of one or more personas, you significantly increase usability – because your website is designed to specifically address the interests and preferences of your users.

How do you design for personas?

When designing for personas, most of your work is done before a pixel or graphic is built. After identifying the specific attributes of each persona (infographics, topographics), you will begin to map out your website and outline how interaction will take place – and how each page will link to the other.

Should you focus on one main persona?

Should you design your site to meet the needs of one main persona, representing your average user? Or should you try to meet the needs of all of your personas? Studies have shown that only addressing the needs of a main persona can significantly decrease conversion rates – or worse, alienate a particular audience.

So how do you design for multiple personas?

Before any design takes place, take the time to understand how your different personas may want to navigate your website. Plan for hyperlinks and copy – and how each persona will move through the buying process. Visit your competitors’ sites through the eyes of each persona. Where do they succeed? Where do they fail?

So while multiple personas may be accessing the same pages on your site, each page and link will be specifically designed and placed to meet the needs of each persona.