Understanding Your Buyer Personas: Writing Stellar Website Copy, Part 1
This article is an excerpt from “The 8-Part Guide To Writing Stellar Website Copy”—you can download the full guide here. (It’s free!)
There’s one thing that separates good copy writers from mediocre ones: Excellent web copy writers know how to speak directly to individuals. Even though you create web content for mass consumption, your ideal customer is likely consuming the copy in a private setting—making it a very personalized medium. You’ll want to keep this in mind as you get ready to create your buyer personas and begin writing your website copy!
Understanding Buyer Personas
Before you start writing anything, you need to understand who you’re talking to. You can figure this out by creating “buyer personas,” which are semi-fictional representations of your ideal customers based on research and real data about your existing customers. (If you need help with this, we’ve listed a couple articles that can get you started in the resource section below.) You should have 1-3 buyer personas in mind when writing your web copy. As you begin, consider the following:
- Talk to your persona, not about them. It’s easy to fall into the habit of writing about your buyer personas instead of writing to them in your website copy. Don’t do that. You wouldn’t talk about a person if they were standing right in front of you, would you? Think of the persona on the other end who’s actually reading your copy, and write to them.
- Identify the things on your buyer personas’ minds. What are the pain points, interests, or questions that prompted them to come to your website? As much as we love our own websites, it’s unlikely many people are visiting them because it’s “fun.” There is nearly always a pain point behind why they’ve landed on the site. So, when you’re reviewing your buyer personas and preparing to write your copy, make sure you identify the most likely pain points each persona is dealing with and, if you’ll be writing to multiple personas on one page, find a common denominator between all of those pain points to ensure the copy will resonate with all of your readers.
The homepage should be an entry point into specific solutions for your buyer personas. You can do this by having your personas identify themselves (which is what we do on the Nectafy homepage).
Not every persona will self-identify (i.e., “I am a [position title] and I want [solution]”). They may gloss over this section of the page, simply wondering what your company does and how you could solve their problems. Make sure you address that, too.
For example, on our homepage, we’ve created four scenarios tied to our personas and added a fifth for “everyone else”—those who may be interested but don’t self-identify with any of the other scenarios.
- Creating Buyer Personas, From A 19,000-Word, Step-By-Step Inbound Marketing Plan (Nectafy)
- How To Create Detailed Buyer Personas For Your Business (HubSpot)
Get The Complete 8-Part Guide To Writing Stellar Website Copy
Understanding buyer personas is just one of eight critical best practices for writing great web copy. Want to see them all? Download the free guide below—it will help you hone in on what’s important so you can write copy (for any industry) that gets results.