A persona is a detailed description of a character that represents an individual in your audience segment(s). Personas offer a way of viewing your site from multiple perspectives. Therefore, you might want to consider creating a persona for each audience segment you identified.

Take our K-12 example, being a teacher might bring a teacher to the site but she might not need the lesson plans you are offering. She might be there to see how she can contribute her lesson plans? Or she might be more interested in sample test questions on a certain topic.