21st April 2022

How to create an ideal client profile for your website and business

Posted in Strategy
How to create an ideal client profile for your website and business
Creating an ideal client profile (Otherwise known as a customer avatar) is the first thing you should do before you start thinking about designing your website. Arguably it’s the first thing you should do before you create your product or service for your business. Having an in depth user persona (customer avatar) will provide you with a solid and dependable launchpad for all your content creation and marketing activities, and save you countless hours and pounds that you might waste producing content for the wrong person.

A user persona is the most important reference point in your business stack. Ideally you need a comprehensive profile of your ideal client, including information on their demographics, which media they consume and which influencer they follow and most importantly what their pain points and possible objections are.

Here are three key reasons why it’s important to have an ideal client profile for your website.

1. Ensure your talking to the right customer

Before you spend time and effort producing any kind of content you need to make sure you’re talking to the right person. Who does your product or service best serve? How does your product or service solve the specific pain points of that user? What kind of a person is your target user?

2. Understanding your client better.

A client profile allows you to understand your target client and build all your content and marketing activities around this user. This includes using the right tone and language in your copy, and ensuring that you are communicating the value that you can provide to your target clients.

3. Being customer centric in all your website content creation.

As a business owner, your job is to serve your client in the best way possible. This means not only solving their problem, but understanding them and building relationships with them that allow you to be their guide for specific problems. Creating a client profile will allow you to be client centric in all your business related activities. It will strengthen your relationship with your client, let them know you understand their pain and what problem they need solving and it allows you to solve that problem with an outstanding level of service. 

So now we understand why we need a user persona for our website, I’ll give a quick overview of how we can start to plan our ideal client profile. In this case I’ll just use a random example of online Yoga Classes, and create an example ideal client for this product/service.


Write a list of goals and values that might encompass your customer. What fires them up and energizes them? Which values encompass their identities?

Keep in mind that these goals and values don’t just have to relate to your product or service.  At this stage we’re just trying to understand our ideal client to find where his/her values might overlap with our product or service.

Create a column for values, and a column for goals. For example,

What are your ideal clients goals and values

Write a list of the social media, online and offline publications and possible influencers that your ideal client might follow. Again I do two columns, one with the media source and one that includes the type of content. 

What Media and content does your Ideal client consume?

Next up is a demographic profile of your ideal customer. Try to cover all the areas I’ve listed below

What are the demographics of your Ideal Customer

Step 4 – What problems are you solving for your ideal customer and how can you help them overcome objections in the sales process?

We should now have a fairly comprehensive demographic profile of our ideal customer so the final step is identifying pain points and possible objections that the client might have for not using our product or service.

First we’ll identify Challenges and paint points

Challenges and paint points

Next we’ll look at the possible objections that our ideal client might have for using / purchasing our product / service or offer.

Possible Objection

How to use your ideal client profile on your website

So we now have various lists of highly information about our ideal client, so now it’s over to you to arrange this information in the way that works best for you. This could be a highly visual chart, full of images and color highlights. or it could just be a simple list. The most important thing is that you have a reference point that can be used to create highly targeted content that resonates with your ideal client. 

Every time that you produce any content for your website or marketing material, you should be speaking to the ideal client profile that you’ve produced in the steps above.

I would even go as far as recommending that you print off your ideal client worksheet and stick it on the wall above your computer screen. That way your client will always be at the forefront of your mind as you plan and execute on your business.

A few final things to mention

This process can be replicated for multiple ideal client profiles. And you can even create a profile for the kind of client you’re trying to repel to ensure that your content creation is perfectly curated for your exact client type.

Now go forth and use your ideal client to create more users, success and money in your business. Ninety percent of your competitors will not take the time to create an ideal client profile and so will waste time and money targeting the wrong people. Do not make this mistake. Take a day to research and plan your ideal client profile, you won’t regret it.

As a side note all my custom website packages include an ideal client worksheet that I go through together with my clients before starting the website project. This is to ensure that your website is an effective business tool which will drive more leads to your business. Contact me today if you’re interested in exploring how we can increase your leads through a strategically designed website.

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