Site Personas and the Dialogue Process
http://www.webdesignfromscratch.com/site-persona.cfm

Hunt, Ben
Web Design From Scratch
2005

Abstract:

Site Personas are analogous to User Personas. Whereas User Personas represent typical individuals in your target user base, together with goals and motivations, the Site Persona represents the site, embodying its brand and its goals. I often find it helpful to picture my web sites as information flowing both ways between the site and users. The Dialogue Process is a way to optimise your web site interactions by scripting them as conversations between your two types of persona.