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The Client Persona

client1 The Client Persona

Does your website user have to dig too deep to find what they need?

Have you ever wondered where your traffic is? You’ve got this fabulous website tailored to your tastes, brimming with your ideas, but nobody seems to want to spend any time there. You may want to think about these things.

 Focus in on your user:

1.)   Who is your website user?

2.)   Why are they coming to your website?

3.)   Are you providing a direct path to their needs?

4.)   Does your website answer their questions?

The two major user complains that we hear are: “We can’t find anything” and “Everything is buried”.

Common Mistakes in thinking you know who your user is are:

1.)   You as the business owner are not a user!

2.)   Your close friends or employees are not users.

3.)   There may be a language barrier – soda vs. pop

The Cost of Getting It Wrong:

If you launch a new website without starting with a defined user profile your website could leave the User at a loss for what they are looking for.  We see time and time again where a business owner will add to the website their “awesome” idea, but in the end the User was only interested in the information hidden 2 or 3 clicks into a website, or worse, they cannot figure out how to use your site at all, so they leave and never return.

So Who is Your User:

Your user is your client base!  Defining the user is a delicate blend of user feedback through targeted surveys, structured interviews, website analytics and general user observation.

A user profile or client persona is then used to create the deign and end solution.  One of the commonly skipped steps in website development is designing for the user!  In the end your website needs to give the USER what they want!  Don’t let your awesome idea get in the way of what your users profile is showing you they need.

Hitting the Target:

Don’t design a website and then learn how the users navigates the website to later re-design the website.  Start off with a powerful presence and user focused website!

If you want to see higher ROI (Return on Investment) then take a step back and take the time to discover who your user is through a Client Persona development phase.

Anna Anderson

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