Ray Van Hilst is the director of client results of Yoko Consulting.

Ray seamlessly blends 20+ years of marketing experience with modern web principles to establish and advance the web presences of organizations that help build a better world.

In this episode, Ray shares his experiences and lessons learned in how to create a persona that powerfully and easily boosts business growth. Insights he shares include:

• Why do companies struggle with developing a holistic approach to their websites
• The best ways to make the shift from selling to empathetically understanding your customers
• Why are user personas key to understanding your customers on an ongoing basis
• What challenges or mistakes businesses make in developing user personas 
• How to create a persona
• A better approach on how to create a persona and why
• What quantitative and qualitative data should we seek
• How do we really understand what success for the user looks like
• How do we use this to craft a story and journey for them
• and much much more ...