Example
Reload Mode creates a buyer persona: 'Marketing Director at a Series B SaaS — owns the website, feels frustrated by their current agency's slow turnaround times.'
Companies that use buyer personas convert 73% more leads into customers than those that don't — because persona-driven content and design speaks to specific human needs rather than generic market segments, according to Aberdeen Group research.
What it applies to
Website design, content strategy, messaging, and sales enablement. Every page should be written for a specific persona — the more targeted the content, the more it resonates.
How to create a buyer persona
- Research sources: Interview 5–10 customers who match your ICP. Review CRM data for common job titles, company types, and deal notes. Listen to sales call recordings. Analyse support tickets for recurring pain points.
- Key questions to answer: What is their job title and what does their day look like? What is their primary goal in the next 6–12 months? What are the 2–3 biggest frustrations related to the problem your product solves? What almost stopped them from buying? Where do they get information — podcasts, newsletters, LinkedIn, events?
- Document the persona: Give them a name (e.g., "Marketing Mary") and a one-paragraph narrative. List their goals, pain points, preferred channels, and common objections.
- Validate with sales: Share the persona with the sales team and ask if it describes the buyers they encounter. Adjust based on their experience.
How personas inform the website
- The homepage headline should speak to the primary pain of the most common persona
- Navigation labels should use the persona's vocabulary, not the company's internal terms
- Case studies should feature companies and roles the persona identifies with
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