Help Your Visitors Achieve Their Goals

If you’ve gone through the exercise of creating personas for your target audience, your next task is to provide it to them in an easy to use format. If your visitors can’t find the information on your website within a few clicks, they’ll assume your site doesn’t provide what they’re looking for. Then, they’ll click away.

To do that, start with your top three personas. What are the top three goals they’d be trying to accomplish when they visited your website? Now, what are the action steps they’d take to accomplish those goals? What keywords would they be looking for? What types of information? What content would they expect to find? The more specific you can be, the better.

For instance, let’s say you are an executive coach looking to gain more speaking engagements for your leadership workshop. First, you’d look at all the clients who have hired you in the past. How did they find out about you? What made them hire you? What questions did they ask you? What content in your presentation did they find most helpful?

Let’s say that after your initial review, you discovered that clients fell into two groups:

1. Professional management organizations asked you to speak at their annual conferences
2. Fortune 500 consulting firms asked you to do an onsite leadership workshop

From there, you can narrow down the following details:

• Who invited you to speak? (Job title, role in planning the event, etc)
• What were their primary concerns about hiring you?
• Who else were they considering hiring to speak?
• What information presented was the audience most receptive to?
• How did you tailor your message to this particular audience?
• What audience feedback did you receive?

If someone that fits this job description and role comes to your website, they’d be interested in the same types of feedback. They might want to know:

• A basic outline of your talk/workshop’s contents
• Why this talk is relevant to their organization
• Your experience in this particular topic area
• Who else you’ve spoken for
• Rave reviews and audience feedback about your talk
• Feedback and statistics about how employee performance increased after the talk
• A sample audio or video of you in action so they can see your enthusiasm and presentation style
• How much you charge per event

The more evidence you can provide, the better your chances of convincing your reader to hire you.

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