According to HubSpot, a buyer persona (also known as a user persona or target persona) is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. 

Now, whether you work in a marketing agency, or you’re the owner of a small business, creating a user persona is a great tool for correctly targeting customers via marketing, web design and frankly, any business efforts! If you sell multiple products or services, this is a great tool for categorizing your leads or prospects, as well as personalizing content to your consumers.

Things to Include When Creating User Personas

You might be wondering, what’s the best way to create a user persona? You’ll want to put yourself in the shoes of your ideal consumer. Then, use both research of the market and data about current customers to establish your persona. Some great ways to gather persona research and data include: 

  • Interviewing or gathering testimonials from current or past clients
  • Pulling website data from Google Analytics or other data tools about visitor demographics, who’s visiting what pages, who’s converting to a lead, etc.
  • Review your contact list for consistencies and trends between contacts
  • Review data about your social media followers on Facebook Analytics

But what should you look for and include? That’s where we come in! To help you get a start on creating your own, here are our recommendations. 

Things to Include When Creating User Personas

Things to Include When Creating User Personas: 

  1. General Background Information - You should start with the following details: first name, job title, location, age, family life and annual income. This can come from gathering demographic information and data about previous customers and will help to create the first layer of personal details.
  2. Goals and Priorities - This is where you’ll want to imagine you are your consumer. Ask yourself: What is the goal I’m looking to achieve by purchasing this product or service? What are the priorities in my life—my children? My health? Technology? Safety? Write these goals and priorities down, as they are the emotions that drive your consumer to make a purchase.
  3. Personal Challenges and Pain Points - Reflect back on the goals and priorities of your consumer. What might stand in the way of reaching those goals? What worries might keep them from converting? Write these pain points down. With these in mind, you can position your business as the hero, showing how you can directly remedy those pain points.
  4. A Photo of Your Persona - After you’ve written out all the details about your persona, you’ll want to select an image of your ideal client. Just close your eyes and imagine what they’d look like. The face you think of might even be based on a current or previous client, a TV show character or a friend. Then, find a stock image that fits what your brain pictured! This is a great way to tie all the details together with a bow and really personify your consumer. 

Of course, you don’t have to stop there! There are many other details you can add to your personas to make them more detailed, such as quotes about their goals and challenges, common objections, how they get their information (social media, blogs, news websites, etc.), how they like to communicate, and more! These four focus areas are a great way to establish a solid foundation. 

Also, a great way to create your first draft is to follow a user persona template, such as HubSpot’s, Hotjar's or Xtensio’s.

If you’re looking to take your marketing efforts to the next level, or want to better target your consumers through an increased online presence, let’s chat! We’d love to see if our Growth Partnership is a match for your company goals. 

Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.

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blog author


Maddie Ditmyer

Maddie is our vibrant Project Coordinator with a passion for organization, team efficiency and inbound marketing strategy.

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