Who for
Specific example - Practising manager for small law firm
In a small legal or professional services business there's normally the main person who started the business, their partner (normally wife) who is a director of the firm and is in charge of sales/marketing and account management, and 2 or 3 others, e.g. another lawyer, a legal secretary etc. I'm keen to target the partner (wife) as they are normally tasked with sorting out the website and have either pulled something together themselves they don't particularly like or haven't even created one in the first place. She is having to do techy stuff (website, emails, SEO etc.) but doesn’t understand it to the level she’d like and gets stressed and takes hours and hours to Google the way forward, and feels like she's missing out on getting the right clients, and is possibly too embarrassed to share the website she has. She knows there’s things like plugins and WordPress which needs updating but not sure what she’s doing so just leaves it and hopes it’ll be okay. The website loads slowly and can’t get the pictures to look right etc.
My fully managed website solution can 100% help her as I'd build them a new website, run the hosting (including all the software updates etc.) and give them a set amount of time each month dedicated time to help work on the website. This time can be for anything they need, e.g. changing staff details and can also be for SEO to help improve the online traffic for the website.
This would free up her time, give them peace of mind that the techy stuff is being taken care of and would help them increase their online presence too.
Wife of a solicitor or legal expert or professional service (wills etc.).
Director of the firm and in charge of sales/marketing and account management
avatar breakdown
Female
45
Married
Teenage children (had a bit later on)
Live in a larger village (e.g. Olney).
Mature married with teenage children at local private school
Involved in the school helping run one of the clubs or on the PTA.
Busy as struggling trying to help run the business with demands of the children and running the home and other commitments.
Proud of where they live.
Income bracket probably 26k-50k as paid by the business.
Very connected to the business. Basically in charge of the running of it behind the scenes.
No professional associations.
Work events - attend local women’s networking group, perhaps occasional local business expos.
Education - college - perhaps a business management course. Evening school?
Work sometimes in the office and sometimes at home. Balanced around needs of children.
Hobbies/interests - weekly yoga classes and travel (planning holidays for family), Peloton bike at home.
Socialise - book club with other mums, regular coffees, dinner parties/entertaining.
Eating out - fine dining, nearby recommended pub/restaurants, local coffee shops (e.g. Olivers in Kimbolton)
Car - 4x4 (BMW) with private plate.
Social events - school events, fairs, school plays, sports events.
Holiday - Mexico, Skiing, city breaks to Europe.
They get their news - Facebook, BBC News, Sunday papers.
Social Media - Facebook groups, Whatsapp groups, Instagram for home stuff. Posting, sharing and commenting.
Websites visit - Mumsnet, Netflix.
Device usage - iPhone mainly, iPad, computer for admin work.
Radio stations - radio 2?
What inspires them - pride in their home, their family achievements, home decor etc. Status.
Goals - having nice things and nice holidays and kids achievements and being able to tell people about it.
What keeps them up at night - They are very busy and trying to juggle everything. Not enough time I’d imagine.
Decision making - decisive
Flexibility in action/thinking - reasonably flexible
Curiosity - likes to explore things
Communication - good communicator - short and to the point with companies
Commitment - can get distracted but usually does what says with a bit of chasing
Change - reflects and adjusts when needed with some persuasion
General manner - slightly informal and approachable, but professional and expects it
Advice - can be swayed from one thing to another
Challenges for them
Time poor, not enough time to devote to everything, feels like pulled in lots of different directions.
Having to do techy stuff (website, emails, SEO etc.) but doesn’t understand it to the level she’d like and gets stressed and takes hours and hours to Google the way forward.
Worried about missing out on the right clients as website not being found.
Embarrassed to share the website she built with anyone as doesn’t think it’s professional enough.
She knows there’s things like plugins and WordPress which needs updating but not sure what she’s doing so just leaves it and hopes it’ll be okay.
Website loads slowly and can’t get the pictures to look right.
Strengths - strong minded, diligent, great with chatting to people.
How they make decisions - tend to go with gut. Diligent about getting value for money but not straightaway. Either strong advocate or not happy; i.e. binary approach.
Other people we want to connect with
Potential partners
| Avatar | Short Description | How we partner |
| Joint Venture team | Team consisting of graphic designer, copywriter and social media. Collaborate together and pool resources to create a virtual business where we share work. | Pool our skills and actively look out for work for each other. |
| Angela | Business coach who comes into contact with lots of different businesses | Actively recommends me to other businesses and vice versa |
| Eve | Runs a marketing company which doesn’t do websites. Would like me to provide websites for her as possibly white labelled. | White labelled Website build, hosting and growth retainer. 3 hours a month. |
Potential advocates
Reward as thank you for getting me the work.
Perhaps an avid networker? Someone who sells pyramid stuff like Utility Warehouse so good at it?
See www.webrefer.co.uk for a specific link we've been sharing people. Offering £100 as a thank you if converts.