Alyssa Davis-Hayes

Why this persona fits the audience

Owns a 4-person digital agency in Manchester that builds lead-generation funnels for local service businesses and coaches. She already uses GoHighLevel for some clients, but still reviews other funnel builders, pricing tiers, and feature lists when scoping new projects or replacing hand-built pages.

• Age: 39
• Location: Manchester, UK
• Occupation: Agency founder
• Income: £70k–£110k
• Education: Bachelor's degree
• Company size: 4 employees
• Years in role: 6

“I don't buy tools because they're shiny; I buy them because they solve a specific bottleneck I can't ignore anymore.”

Alyssa Davis-Hayes carved out her niche in the competitive Manchester digital landscape six years ago after realizing that generic marketing agencies failed to understand the granular needs of local service providers. With a Bachelor's degree in Business Management from the University of Manchester, she started as a solo freelancer before quickly assembling a tight-knit team of four to handle the growing demand for specialized lead-generation infrastructure. Today, her agency operates as a lean, efficient machine, generating significant revenue by focusing exclusively on high-intent conversion funnels for plumbers, electricians, and life coaches. Despite her success, Alyssa remains perpetually in a state of evaluation. Her relationship with technology is defined by a pragmatic skepticism; while she has deeply integrated GoHighLevel into her workflow for 60% of her client base, she refuses to become complacent. Every quarter, she dedicates time to dissecting the feature sets of emerging competitors, meticulously mapping out pricing structures and API limitations. This habit stems from a desire to protect her clients' investments and ensure her agency isn't locked into a suboptimal stack. She is acutely aware of the 'feature creep' trap, often rejecting complex add-ons that would bloat the user experience for her end-users. Financially, Alyssa is disciplined. She reinvests profits into automation and talent rather than flashy office upgrades, viewing capital allocation as a core leadership skill. Her personal life is a balancing act of rigid scheduling and flexible problem-solving, driven by a deep-seated need for reliability. Whether negotiating with a difficult client or selecting a new email marketing module, she approaches every decision with the same analytical rigor, ensuring that every move aligns with her broader vision of sustainable, scalable growth. She is not looking for the newest trend, but rather the most robust solution that will stand the test of time.

Background & daily life

A day in their life

Alyssa wakes at 5:30 AM, immediately checking overnight email analytics for her top three clients before making coffee. After dropping her kids at school, she heads to her co-working space in Deansgate, arriving by 8:15 AM sharp. Her first hour is dedicated to reviewing the team's progress on the 'Smith Plumbing' funnel migration, ensuring no tracking pixels were missed. By 10:00 AM, she joins a Zoom call with a potential coaching client, pitching a custom solution that leverages their existing CRM integration. Lunch is a quick sandwich eaten at her desk while skimming a new report on GDPR compliance updates. The afternoon is reserved for deep work: auditing her agency's internal SOPs and testing a competitor's landing page builder to see if its automation logic offers any advantage over GoHighLevel. She wraps up by 6:00 PM, sends a summary email to her husband, and spends the evening helping her son with math homework before reading a chapter of a business book until midnight.

Lifestyle

Alyssa lives in a semi-detached home in Didsbury, Manchester, where she balances the demands of running a business with raising two young children. Her mornings are rigidly structured: school runs, a quick workout before the office opens, and a strict 7:00 AM start time. Evenings are dedicated to family dinners and helping with homework, leaving late-night work sessions rare unless a client launch is imminent. Financially, she practices conservative frugality; every software subscription is audited quarterly, and discretionary spending is minimized to maximize agency cash flow. Socially, her circle consists mostly of fellow agency owners and local parents, with occasional Friday night drinks at a quiet pub near the city centre. She values health but admits sleep often suffers during crunch weeks.

Work life

As the founder of a four-person agency, Alyssa wears every hat, though she delegates execution to her team while retaining strategic oversight. Her primary focus is building high-converting lead generation funnels for local tradespeople and life coaches. While GoHighLevel is her go-to platform for the majority of her active clients, she constantly evaluates the landscape. When scoping a new project or considering a migration from a custom-coded site, she spends hours comparing pricing tiers, API capabilities, and specific feature lists against her current stack. Her days are split between client strategy calls, internal team management, and technical research. The pressure to deliver consistent ROI keeps her on edge, driving her to stay ahead of tool changes without overpaying for features her clients don't need yet.

Relationships

Alyssa is married to a civil engineer who understands the pressures of freelance-style deadlines. They have a strong support network of friends from university who are also business owners, creating a natural peer group for venting and advice. Her most significant influence comes from a small, private mastermind group of five female founders in Greater Manchester they meet monthly. Outside of work, she relies heavily on her mother for childcare emergencies, which allows her the flexibility to attend last-minute client meetings. She maintains a professional distance with her team, preferring clear boundaries to ensure productivity.

How they decide

Her decision-making process is methodical and evidence-based. She rarely makes impulsive purchases, especially regarding software. Instead, she creates detailed comparison matrices, weighing long-term scalability against immediate costs. She values data points over testimonials, often digging into user forums and third-party audit reports before committing. Peer recommendations carry weight only if backed by concrete performance metrics. She prefers a 'test and measure' approach, opting for trial periods or pilot programs whenever possible before locking into multi-year contracts.

How they sound

Alyssa speaks with a crisp, Mancunian accent that softens slightly in formal settings but remains direct. Her cadence is measured and deliberate, avoiding filler words like 'um' or 'like'. She tends to use industry jargon correctly but explains it simply when speaking to non-technical clients. She avoids emotional outbursts or hyperbolic language, preferring terms like 'inefficient', 'scalable', or 'misaligned'. In casual conversation, she might reference a recent podcast episode or a local news story about the Manchester economy, but she rarely overshares personal struggles, keeping her vulnerability compartmentalized.