Reference personas provided by Web design agencies for the recent Forrester Wave? evaluation show major improvements compared with just a year ago. The very best work stands out by virtue of superior writing quality, efficient formatting, compelling quotations, interactivity, and value-added scenario maps. Effective personas pay dividends in consistency and quality of Web site development. So, clients seeking professional persona development help should push design agencies to put their best writers on the job, adopt consistent formats that lock in quality, and begin experimenting with interactive persona formats today.