You are probably familiar with buyer personas. This is a character that represents your target audience. It takes into consideration the user’s goals, desires, and limitations that guide purchasing decisions.
Similarly, a website should have a design persona that represents your brand. It should mirror how you want others to see you. Our old corporate persona did not represent us. It was formal and lacked emotion.
An appealing website that evokes emotion makes a lasting impression. It will stand out among the competition and be remembered when it is time for your web visitors to make a purchase.