One homepage, several audiences: how to route them

Key takeaways

When a homepage has multiple audiences, such as homeowners and landlords or B2B and B2C buyers, lead with a message that covers both, then route each group to its own path within the first screen or two. Do not write one diluted message for everyone, and do not give each group equal space if one brings most of the revenue.

• Lead with what all groups share, then route quickly.
• Clear self-select labels: 'For homeowners', 'For landlords'.
• Give the biggest revenue group the most space.
• Each route leads to a page written for that group.

Why do multiple audiences make homepages harder?

Different audiences have different questions, proof and next steps. A cleaning firm serving homes and offices needs to talk about trust and flexibility to one and contracts and compliance to the other. A single message that tries to cover both ends up vague for both.

• Why your homepage is not converting visitors into customers
• Who visits your homepage, and what each visitor needs

How do you route visitors?

Use a headline that covers what all groups share, then clear self-select routes near the top: 'For homes' and 'For businesses', or 'Buying', 'Selling', 'Letting'. Label routes by who they are for, not by internal department names. Each route leads to a page written entirely for that group.

• Say who your homepage is for, and who it is not for
• Homepage to service page: the click that matters most

How much space should each audience get?

Rank audiences by revenue and growth. The main group's proof and action can lead the homepage, with other groups routed clearly. Equal space for unequal audiences weakens the case for your most valuable customers.

• Homepage message hierarchy: one main point, three supports
• Give your homepage one conversion goal

What about B2B and B2C on one homepage?

B2B and B2C buyers differ in how they decide: businesses often involve several people, need credentials and want a conversation; consumers want reassurance, price and speed. If both are large, consider separate landing pages or even separate sites. If one is small, route it with a clear secondary link.

• The B2B customer journey: designing for buying groups
• A homepage for a business with many services

When should audiences have separate homepages?

When they share almost nothing: different services, different prices, different proof and different competitors. Then a shared homepage helps neither, and separate brands or sub-sites are clearer. Many small businesses are not at that point, and routing works well.

• Homepage vs landing page: where should traffic go?

What does this look like in practice?

A pattern we see: a homepage written for 'homeowners, landlords, businesses and councils' in the same sentence. Leading with the main group, adding three clear routes and building a page for each usually raises both the relevance and the number of enquiries.

• See client work
• Website Design & Development for UK businesses

Multiple audiences checklist

• List audiences and rank them by revenue.
• Write a headline that covers what they share.
• Add self-select routes in the first screen or two.
• Label routes by who they are for.
• Build a page written for each audience.

• Vans, flyers and word of mouth: visitors who type your URL
• Job seekers, suppliers and customers: clear the homepage

Next step

List your audiences with last year's revenue from each. If one dominates, give it the hero; route the rest with clear labels.