stuck on creating a buyer persona

skip the fictional "marketing mary" document. pull what the site already knows: GA4 demographics and locations, search console queries (the words they actually use), the sales inbox or support tickets for the questions and objections, and the language in reviews. five short calls with real customers if you can get them. write one page: who they are, what problem sends them searching, what they type, what makes them hesitate, what convinced them. an afternoon's work. the point is that every page on the site then speaks to that person, not to the business.