Defining your ideal customer profile (ICP) helps to increase conversions and improve the results of your marketing efforts.
The problem is that too many businesses waste money trying to attract everyone and end up saying nothing of value to anyone.
When your message is generic, it’s forgettable.
At best, generic messaging attracts low-quality leads and makes it difficult to explain what makes you different.
But when you get clear on exactly who your ideal customer profile is – their goals, the language they use, their frustrations, and decision making process – everything becomes much easier.
Your marketing message lands.
Your website converts more traffic.
Your ads perform better.
And it’s not just a theory – recent landing page statistics show that business websites with 10-15 tailored landing pages generate 55% more leads or conversions than those with fewer generic pages.
Specificity works.
And it all starts with your ideal customer profile.
So, what does it mean to define your ideal customer profile?
It goes deeper than demographics.
An effective customer profile paints a clear picture of the real humans behind your sales targets so your marketing feels relevant, relatable, and results-driven.
Here’s the structure we recommend using to map out your ideal customer profile:
1. Define their demographics
Give them a name, age, and role. This helps humanise the data and make it easy to remember.
Example: Mia, 38, Marketing Manager at a managed IT services company in Melbourne. She manages a small team and reports directly to the CEO.
2. List their goals
What do they want to achieve? What’s success look like to them?
Example: Wants their company website to reflect the quality of the work that they do, to reduce the dependency on word of mouth and referrals and to increase qualified leads through digital channels.
3. Identify their influencers
Who do they follow, trust, or look to for ideas and inspiration?
Example: Follows HubSpot, SEMRush listens to “Everyone Hates Marketers”, and reads CMO-focused LinkedIn content from Australian marketing leaders.
4. Understand their communication preferences
How do they like to communicate and be sold to?
Example: Prefers short, clear emails, marketing reports with next steps, reporting that relates specifically to her KPIs, and value-first conversations without jargon.
5. Define the transformation they’re seeking
What outcome do they really want after working with you?
Example: Wants to go from overwhelmed and reactive to confident, strategic and data-driven, backed by an agency she can trust.
6. List their pain points
What are they struggling with that your service solves?
Example: Tired of slow websites, poor quality leads, unclear reporting, and agencies that can’t explain results in plain English.
7. Note their hesitations
Why might they hesitate to buy from you or invest in marketing?
Example: Been burned before by agencies who overpromised. Needs to convince her CEO it’s worth the spend.
Once you have all of these details together, compile them into a single page and give your ideal customer a memorable name (such as “Marketing Mia”) then share it with your team so everyone can be aligned on who you serve.
When you define a clear ideal customer profile, your messaging sharpens, your team aligns, and your marketing campaigns perform.
Even if you’ve done this work in the past, it’s worth revisiting, especially as your business evolves.
Next Steps
Want to define your ideal customer profile in minutes? Here’s template, example and a simple AI prompt for you.
- Download the ICP template here.
- Download the ICP example here.
- Use the below AI prompt in ChatGPT or your AI tool of choice:
“Create a clear and concise ideal customer profile for a [type of business, e.g. managed IT company] targeting [ideal customer segment, e.g. operations managers in logistics companies in Melbourne’s outer suburbs]. Include: name, age, job title, location, description, communication preferences, goals, influencers (brands or people they follow), transformation, pain points, and hesitations. Make it relevant to B2B managed service businesses in Australia with a professional tone.”
Pro tip: want to work with our team to define your Ideal Customer Profile and set up your website for success? Get started with our Website Strategy Workshop.
