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Persona template for: The busy construction worker

Save time and money by starting with this 'The busy construction worker' persona example. Learn how to make your Financial services website easier to use for Tom. By putting the user first (in this case Tom), you will be creating an experience that meets Tom's expectations, supports their goals and remedies any pain points. This persona example could be used for the Financial services industry.

Meet 'The busy construction worker', named Tom

"I am looking to buy more equipment but am struggling with finding a good loan rate"

Tom is the owner of an established construction company. He hopes to one day expand and evolve his company even more. With that dream Tom knows he needs a loan to pay for certain expansions. He does struggle with the vocabulary of the finance industry though and is looking for help.

This persona is motivated by building his trades company. This persona is 35, lives in the suburbs and works in the city. Tom is married, has 1 child and is often kept busy with his child and work.

People like Tom are not comfortable with technology.

Tom is interested in trying to expand his machinery inventory. He does not have the capital to purchase them and needs a loan.

How Acme-Finance can help Tom

Tom has come to Acme-Finance because Tom's goal is to find the best loan rate possible. Acme-Finance could help Tom with this goal by allowing them to buy new machinary, but one of the reasons why Tom has not yet engaged with Acme-Finance is coming across many other competitor websites.

Website visit goals for www.achmefinance.com

Learn how to make your website easier to use for 'The busy construction worker' persona.

'The busy construction worker' has recently been visiting websites in the Financial services sector and has arrived at www.achmefinance.com. Tom has found that most of the websites in the Financial services sector have similar messaging and wants to know the main points of difference of Acme-Finance.

Important
Website goals Barriers How we can help
Confirm they have found the best financial rate The many other competitors offering financial rates Improve the page content (and metadata) so that searches yield more relevant
Get more information about receiving a loan The current website has too many advanced industry terms Create content that is much easier for people who are not familiar with the jargon to understand
Have a easy website experience Tom is not very comfortable with technology and feels overwhelmed Improve the user experience so the site is friendlier to use

Technology

Comfort level with technology

Tom is not comfortable with technology.

Time

Spare time

On an average day, Tom has a moderate amount of spare time.

Jargon

Jargon familiarity

Tom is not familiar with the industry specific terms that are used in the Financial services industry.

Social media usage for Tom

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: low usage
LinkedIn: low usage

Devices that Tom uses to access the Acme-Finance website

Computer

Desktop / laptop

Tom uses a computer to access the Acme-Finance website when researching at night.

Tablet

iPad

Tom uses a tablet to access the Acme-Finance website while watching TV with his family.

Mobile

Smart phone

Tom uses a mobile to access the Acme-Finance website when traveling on public transport.

The busy construction worker
Stats for 'Tom' insert_chart
  • Life-stage: established in their career
  • Age: 35 years
  • Annual income: $71,000 - $90,000
  • Internet usage: once a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: 1
Education/skills school
  • Education level: a Diploma
  • Technical level: not comfortable
  • English level: native

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
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  • and policies/procedures
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