Brand Strategy • Template
Ideal Customer Profile (ICP) Template for Small Businesses
If your marketing feels like “throwing spaghetti at the wall,” your ICP is probably too vague. Use this copy/paste template to define exactly who you serve, what they need, and how to reach them.
Copy/paste ICP template
You can complete this in ~15 minutes. The goal isn’t perfection—it’s clarity.
Primary customer typeThis prevents “marketing to everyone” which usually converts no one.
Primary customer type
This prevents “marketing to everyone” which usually converts no one.
We primarily serve ___ (type of customer). Example: “Busy parents with kids under 10.”
Core job-to-be-doneCustomers buy outcomes, not features.
Core job-to-be-done
Customers buy outcomes, not features.
They hire us to ___ (the job). Example: “Get dinner on the table fast without stress.”
Top 3 pain pointsPain points become your best website headlines and ad angles.
Top 3 pain points
Pain points become your best website headlines and ad angles.
List the top 3 pains: (1) ___ (2) ___ (3) ___
Decision triggersKnowing “why now” helps you craft stronger calls-to-action.
Decision triggers
Knowing “why now” helps you craft stronger calls-to-action.
They start looking when ___ (trigger). Example: “They move to a new home / start a new job.”
Where they find youSmall businesses win by focusing on a few channels, not all channels.
Where they find you
Small businesses win by focusing on a few channels, not all channels.
They discover us via ___ (channels). Example: “Google Maps, referrals, local Facebook group.”
What convinces themThis tells you what proof to show (reviews, before/after, guarantees).
What convinces them
This tells you what proof to show (reviews, before/after, guarantees).
They trust us because ___ (proof). Example: “200+ 5-star reviews + before/after photos.”
Filled example (so you can model it)
A good ICP reads like a real person you can picture—not a generic demographic.
Example ICP
IDEAL CUSTOMER PROFILE (EXAMPLE) Business: Local landscaping + lawn care 1) Primary customer type - Homeowners (30–55) with full-time jobs who want their yard to look great with minimal effort. 2) Core job-to-be-done - “Make my yard look great without me spending my weekends doing it.” 3) Top 3 pain points - They don’t know what to do season-to-season (fertilizer, weeds, mowing schedule) - They’re embarrassed by patchy lawns / weeds - They’ve had unreliable providers who don’t show up 4) Decision triggers - Spring starts / HOA warning / hosting a party / listing a home for sale 5) Where they find you - Google Maps search (“lawn care near me”), neighborhood referrals, local Facebook groups 6) What convinces them - Before/after photos, clear pricing, “we show up” guarantee, 5-star reviews
Turn your ICP into messaging
Once you know the person, writing website headlines becomes much easier.
Outcome headline
A lawn you’re proud of—without giving up your weekends.
Pain-point headline
Tired of unreliable lawn services that “ghost” you? We show up—on schedule.
Proof-first headline
Trusted by 300+ local homeowners • 4.9★ average reviews • Clear pricing.
Want the fastest way to lock this in?
Fill in your ICP + pain points + positioning in one place, then download it as your “source of truth” for website copy and social posts.