Continued reading on conversion design, persuasion, psychology and user interface design. Usability for everyone is another way to say it. It must work for the visitor as well as for the site community itself. Either everyone wins or nobody does – cliche or not.
To that end in the software world a common theme is the use of personas. The article below is the best article I have been able to find on the use of personas available on the web anyway.
Personas are hypothetical archetypes, or "stand-ins" for
actual users that drive the decision making
for interface design projects. …