The internet plays a major role in our businesses, and most often the first impression of your company is through your website. Is your website answering your customers’ questions? Who is your customer?
The above questions can be answered by creating a “user persona”. Take a moment to think about who your customer is:
- Age
- Gender
- Education
- What is their lifestyle?
- i.e. recently retired, very active - Why are they travelling?
- i.e. enjoy nature and exploring the outdoors, antique hunters - What are their travel goals?
- i.e. Relax, enjoy the outdoors, learn about a new area - What are their interests?
- i.e.Hiking, reading, good food and wine, photography
In addition to the above information think about:
- Questions that your customers have asked,
- Things that they have liked and disliked, and
- Any other comments that your customer has made
From the information above, write a mini-biography about your “potential customer”.
Example User Persona:
Mary and Bill - Retired Couple residing in Boston, MA
Lifestyle
• Recently retired: Mary was a nurse and Bill a school principal
• Family: No kids living at home
• Fitness: Staying fit and eating well are very important
Travel
• Mary and Bill enjoy traveling to new locations
• Activities – enjoy anything outdoors, hiking, camping, etc.
• Enjoy cabin stays and the use of a few amenities
Attributes
• Outdoor Enthusiasts
• Self-Directed Travel Planners
• Enjoy reading
• Enjoy good food and good wine
Goals
• Enjoy the outdoors
• Relax
• Learn about a new region
Based on this user persona, these are just a few of the types of things you should include on your website. Knowing your customers have an interest in good food and wine, be sure to list local restaurants and wineries and knowing there is an interest in learning about a new region gives you the opportunity to share information on local museums and historic places of interest.
Understanding your target audience will help you decide what information your website needs to provide. New information you receive will assist you with updating your website content for new and future clients.
Why should I create a user persona?
It will help you to better understand your customers’ interests and needs and will help you to develop information to include on your website.
For example - If you notice many of your customers travel with their dogs, make sure you let your potential customers know you are dog-friendly on your website. You could even include information on dog-friendly trails and parks in your area on your.
If you are looking for ways to start collecting this information, consider:
- Adding questions to your online reservation form (i.e. How did you find us? What are your interests (provide a list pertaining to your area), etc.)
- Adding questions to your welcome email upon receiving a reservation – let customers know you have received their reservation and ask how you can add to their stay in your area.
- A short questionnaire for clients to fill out upon check-in/check-out or sale.
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