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That's why the cornerstone of successful website optimization is focusing on your buyer persona.
According to Adele Revella of Buyer Persona Institute, "Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo."
For website optimization, buyer personas help you to
Create a website experience that "speaks" to them
Use the right lingo
Create marketing content and offers that interest them
Guide them along a specific path on your website
Encourage meaningful alignment for your entire company
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Yet again we find the importance of buyer personas. Has to be done.