This article from our friends at Future Now Inc, describes in detail how to define a persona for your website. What’s more interesting is the types of questions you need to answer based on the personality type. I’ve done a lot of study on this subject, mainly reading what my mate the Grok and his pals have to say about it as well as some other more academic approaches from people like Dr Robert Cialdini and practical techniques from Sean D’Souza at Psychotactics.
Combining these theories gives you a powerful combination of copywriting and design techniques which in turn improve conversion. More conversion is more treasure in the chest! Ahar!