Start from your books, not your imagination: pull your ten most profitable, least painful jobs from the last two years and describe what they share. Industry, situation, budget, how they found you, what they cared about. That pattern IS your target customer; everything else is a persona exercise.
Then validate where they gather and how they search: the exact words those ten used ('we needed someone who…') become your keywords and headlines. Real customers hand you the marketing language focus groups can't.
The courage step: targeting means excluding. A page that speaks precisely to your best-fit customer will mildly repel the wrong ones. That's it working, not a bug to soften.