How do you create and update web content personas and scenarios?

1 Define your objectives

Before you create your web content personas and scenarios, you need to have a clear idea of what you want to achieve with your website. What are your business goals, your value proposition, and your key messages? Who are you trying to reach, and what do you want them to do on your website? How do you measure your success? Having a clear vision and strategy will help you focus your research and analysis, and align your content with your objectives.

2 Conduct user research

The next step is to gather as much information as possible about your target audience. You can use various methods, such as surveys, interviews, analytics, social media, reviews, and feedback, to collect data about your users' characteristics, needs, preferences, behaviors, and pain points. You can also look at your competitors' websites and see how they address their audience's needs and expectations. The more data you have, the more accurate and realistic your web content personas and scenarios will be.

4 Create web content scenarios

Once you have your web content personas, you can create web content scenarios that describe how they use your website in specific situations. This format should include the persona's name and a brief description, their goal or task on the website, the context or trigger that leads them to the website, the device or platform they use to access it, the steps or actions they take to achieve their goal, and the benefits or outcomes they expect or experience from the website. You can create multiple scenarios for each persona, depending on the different use cases and journeys they may have on your website.

5 Use web content personas and scenarios to guide your content

The final step is to use your web content personas and scenarios to inform content creation and optimization. This includes defining a tone of voice, style, and language that resonates with your personas, as well as choosing topics, formats, and types of content that address their needs and interests. Structuring and organizing content in an intuitive way will help your personas navigate and find what they are looking for. Additionally, you should make sure your content aligns with your personas' goals and expectations, providing clear and compelling calls to action. Finally, it is important to evaluate and measure the performance of your content in terms of your personas' satisfaction and conversion.

6 Update web content personas and scenarios regularly

Web content personas and scenarios are not static. They evolve over time, as your audience's needs, preferences, and behaviors change. Therefore, you need to update them regularly, by conducting ongoing user research, testing, and feedback. You also need to review your content and see if it still matches your personas' profiles and scenarios. By keeping your web content personas and scenarios fresh and relevant, you can ensure that your content stays consistent, engaging, and effective for your users.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?