🧾 Quick Snapshot
✅ Name: Laura Jensen
📍 Location: Minneapolis, MN (serves Twin Cities area)
🎯 Business Type: Home services (small team of 5–10)
📅 Age Range: 35–50
💼 Role: Owner / Decision Maker
💰 Budget Range: $750–$2,000/month for marketing (if ROI is clear)
🧠 Background & Demographics
Laura started her business to have more freedom and build something long-term. She’s great at delivering the service—but marketing feels overwhelming and inconsistent. She wants steady leads without feeling like she’s gambling on ads.
🎯 Goals
🚀 Generate consistent leads every week
📈 Rank on Google for local keywords (especially Maps)
💸 Stop wasting money on “random marketing” that doesn’t convert
⏳ Spend less time worrying about marketing and more time running the business
⭐ Build a trusted reputation online (reviews + visibility)
😣 Pain Points (Challenges)
😤 “I tried an agency before and didn’t see results.”
📉 Leads are inconsistent month-to-month
🧩 Doesn’t understand SEO jargon and feels taken advantage of
📱 Website isn’t converting (low calls/form fills)
🕒 Doesn’t have time to manage content, tech fixes, or reporting
🧾 Worried about long contracts and unclear deliverables
🛒 Buying Motivations
✅ Wants a plan that’s easy to understand
✅ Needs proof: reviews, case studies, transparent reporting
✅ Values local expertise (someone who understands Minneapolis competition)
✅ Prefers done-for-you service with clear milestones
✅ Wants rankings and leads—not “vanity metrics”
🔍 Online Behaviors
📱 Searches on mobile more than desktop
🔎 Googles things like:
- “SEO for small businesses Minneapolis”
- “local SEO services near me”
- “best SEO company Minneapolis”
- “how to rank on Google Maps”
🌐 Visits:
- Google reviews
- Agency websites (pricing + case studies)
- YouTube for quick explanations
- Facebook groups or local business forums
💬 Preferred Communication Channels
📩 Email for details + summaries
📞 Phone call for trust and clarity
📅 Likes easy scheduling links (Calendly-style)
📊 Wants simple monthly reports (not complicated dashboards)
🧭 Buyer Journey (How Laura Decides)
1️⃣ Awareness
Realizes her competitors are showing up above her on Google and getting more calls.
2️⃣ Consideration
Compares agencies and freelancers. Reads reviews. Looks for pricing, case studies, and “what’s included.”
3️⃣ Decision
Chooses the provider who offers:
✅ clear deliverables
✅ transparent pricing
✅ local results
✅ strong communication
✅ short ramp time with measurable milestones
🚧 Common Objections (Barriers)
❓ “How long will this take?”
❓ “How do I know this will work?”
❓ “What exactly am I paying for each month?”
❓ “Can I cancel if it’s not working?”
❓ “Do you handle the website changes too?”
🧲 Best Offer / Hook for This Persona
✅ “Free Local SEO Audit + 15-Min Strategy Call”
Includes:
📌 Top 3 ranking opportunities
📌 Google Maps checklist
📌 Quick wins to improve leads fast
📌 Clear next steps + pricing options
