If you’re designing a website for two different customers that needs to appeal to both, you can’t just take a one-size-fits-all approach. What works for one group might completely miss the mark for another. The secret? Understanding who your customers are, what they need, and guiding each one through a journey that feels tailor-made for them.
Here are some tips on how to build a site that speaks to all your audiences without losing your brand voice along the way.
Start by Defining Personas For Your Distinct Customers
Before you even think about design or content for your website for two different customers, take a step back and figure out who you’re actually building the site for. A user persona is a semi-fictional representation of your ideal customer—someone who reflects the real people visiting your website.
To get there, start with some research. Look at your analytics, talk to real customers, and group them based on shared characteristics. You might segment them by demographics (like age or income), by behaviour (how they use technology or how they shop), or by psychographics (their lifestyle and goals).
Once you’ve got your segments, bring them to life. Give each persona a name, a short bio, a few key goals, and maybe even a quote that sums them up. For example, “Busy Brenda” might be a small business owner looking for fast solutions, while “Corporate Carl” might be more focused on long-term partnerships and business goals.
You’ll design for all your personas but it helps to pick one primary persona as your main focus. If you can make the experience great for your top customer, it often ends up working better for everyone else too.
Map Out The Customers’ Unique Journeys Through Your Website
Now that you know who the two different customers are that are visiting your site, think about how each person will move through it. Someone who finds you through social media might be looking for quick answers, while another visitor who came through a Google search might want to compare your services in more detail.
Sketch out the different paths your two different customers might take in your website, from their first click to their final action. Maybe your homepage includes two clear options like “Services for Homeowners” and “Services for Contractors,” each leading to tailored pages that speak directly to their needs.
As you plan these journeys on your website for two different customers, keep an eye out for potential roadblocks. Where might people get stuck or lose interest? Use tools like heatmaps and analytics to spot where visitors drop off so you can refine the flow of your pages.
Customize The Content and Visuals On Your Website for Two Different Customers
Once you’ve mapped the paths, it’s time to fill them with content that fits each customer. Different audiences respond to different tones, so don’t be afraid to adapt your messaging.
If you’re targeting everyday consumers, conversational language and relatable examples work best. For professional audiences, you might need more data, details, or technical information. The same goes for visuals—choose imagery that connects with each group. A retail shopper might want to see lifestyle photos, while a trade buyer might prefer clean product shots with specs.
You can even create dedicated resources for each audience like downloadable guides, FAQs, or tutorials that solve their specific problems.
Content Length (and Keeping People Engaged)
If you’re wondering how much content you actually need, Google tends to favour pages that sit around 1,000 to 1,200 words per main keyword. But don’t fill the page just to hit a number. The goal is to write content that both search engines and real people will love.
Use scannable headlines, clear sections, and a natural flow that walks visitors through your process step-by-step. Each section should answer their questions, build trust, and make it easy for them to take the next step.
On a Website For Two Different Customers, You Need to Keep Things Consistent
Even with multiple customer journeys, your site still needs to feel like one cohesive brand. Consistency is key to building trust.
Stick with your brand’s colour palette, fonts, and tone across every page. Make sure your core message doesn’t change just because the audience does. Visitors should always feel like they’re dealing with the same company, no matter which page or section they land on.
Need Help Designing a Website For Two Different Customers? Give Us a Call.
Designing a website for multiple audiences isn’t about cramming everything onto one page, it’s about understanding who you’re talking to and creating pathways that make sense for each of them. With good research, thoughtful content, and a consistent brand voice, you can create a site that feels personal, relevant, and built with every customer in mind.
Looking for an agency that puts strategy behind every website design? 3SIXTY Marketing Solutions takes the time to understand your brand, your customers and their journey. 📞 Call us today at 705-252-4180 or book a consultation online.
