Buyer persona

A buyer persona is a description of a typical buyer: their role, situation, goals, objections and how they decide. It helps teams write and design for a specific person instead of everyone.

Why it matters

A page written for "anyone" tends to be vague. Writing for a specific buyer, with their words and their doubts, makes the page clearer for the people most likely to convert.

How to get it right

• Base personas on real customers: interviews, sales calls, support tickets.
• Capture objections and decision criteria, not just demographics.
• Keep a small set, two to five, that cover the real differences between buyers.
• Check each section of the page against each persona's main question.

Common mistakes

• Personas made up in a workshop and never checked against real buyers.
• Too much detail about hobbies, too little about how they buy.
• Personas that no one uses after they're written.