Building Personas for B2B Consultancy Websites
When we started designing for B2B consultancy websites, we realized one thing quickly: not every visitor is the same. Some people come to learn, others to compare options, and a few already know what they want. To design something that connects with all of them, we needed to understand who they are and what they care about. That’s where building personas comes in.
Why Personas Matter
A persona is a simple profile that represents a group of users with similar goals, needs, and behavior patterns. It helps you see your website through their eyes instead of your own.
For B2B consultancies, personas are especially important because the buying process is longer and more layered. There are multiple decision-makers, often from different departments, and each one looks for different information.
Here’s what personas help you do:
- Understand what your potential clients actually need.
- Create content and messaging that speaks directly to them.
- Design a website that feels relevant and easy to navigate.
- Align sales, marketing, and design teams around a shared vision.
Without personas, a B2B website often ends up being too generic. With them, every page has a clear purpose and audience.
How to Build Personas for a B2B Consultancy Website
Building personas doesn’t have to be complicated. The goal is to collect real insights and turn them into something practical.
1. Talk to your team
Start with the people who interact with clients the most — sales, marketing, and project managers. They can share patterns about who your clients are, what they ask for, and what challenges they face.
2. Review your analytics
Look at website data and see where users spend time. Which pages get the most attention? What industries or company sizes visit most often? These details help you spot trends.
3. Identify key roles
In B2B, you rarely have one type of user. You might be talking to:
- A decision-maker who looks for trust and reputation.
- A researcher who compares pricing, case studies, and services.
- A technical evaluator who checks if your approach fits their systems.
4. Write simple persona profiles
Keep them short and realistic. Each persona should include:
- Job title or role
- Main goals
- Key challenges
- What they look for on the website
- How they make decisions
Example Persona Table
| Persona | Role | Goals | Challenges | Website Needs |
|---|---|---|---|---|
| Decision Maker | CEO / Director | Find a trusted consultancy partner | Limited time, needs quick trust | Clear value proposition, social proof |
| Researcher | Marketing / Strategy Lead | Gather information and compare options | Too much generic content | Detailed case studies, service pages |
| Technical Evaluator | IT / Operations Head | Ensure compatibility with systems | Needs technical clarity | Documentation, process explanation |
Using Personas in Design
Once personas are ready, use them to shape content, visuals, and layout.
- Tailor your homepage messaging to address key pain points.
- Write case studies that match each persona’s goals.
- Organize navigation so each user can find what they need easily.
- Use calls to action that match their stage: “Book a demo,” “Download a case study,” or “Talk to an expert.”
This approach helps every page feel intentional instead of generic.
Why It’s Worth the Effort
Good personas make your website work harder. They help create focus, reduce guesswork, and make sure your content speaks to the right audience. For consultancy websites, where trust and clarity matter most, this makes a real difference.
We’ll be sharing updates once we apply this process fully to our next project and see how it shapes engagement and conversion.
