How to Help Your Clients Create Segmented User Experiences
Your clients don’t serve a homogenous customer base. Unless their offering in incredibly niche, it’s likely that they have at least a handful of types of people who benefit from their products or services.
Because these types of customers are different from each other, they won’t all be won by the same kind of messaging. That’s why it’s helpful to create unique user experiences on your clients’ websites that speak to each segment of their overall customer population.
Here’s what you must do to create a more personalized, segmented user experience for your clients’ websites.
Identify Buyer Personas
First thing’s first: You need to figure out what these segments of your client’s larger customer population are. There are a number of ways to break their audience down into distinct buyer personas, and it starts with data. This might be data from your client’s CRM, email service provider, or website or social media analytics.
Start looking for demographic and behavioral trends. Are there certain age groups, genders, or people from specific locations that do business with your client? If your client’s a B2B, are there industries they work with often, or are their point-people in a particular department or do they hold a specific job title?
Behavioral trends can help, too. Are there certain pages on your website that nearly everyone visits before they become a customer? Is there a particular email campaign that drives a lot of prospects to set up a sales call and eventually convert?
Finally, take a look at how these demographic and behavioral data points overlap. Is there a specific age group that responds well to a certain section of your website? Does your social media page generate a lot of interest from people in a particular geographic area?
If possible, it’s also a good idea to conduct some interviews with your client’s existing customers. Hearing straight from the source about what problems your client solves and why they chose your client over their competitor can help you hone in on some of the other elements of the customer personas.
Once you’ve gathered all of your information, you can create your composite sketch of each type of their ideal customers: Who they are, what they need, and what they expect from your client.
Now that you understand who these different segments of your client’s audience are, you can begin to create different messaging and experiences for them on your client’s website.
The easiest way to ensure that each customer ends up on the path that’s intended for their persona is to allow them to self-select into the appropriate segment on your client’s website. Websites do this all the time to great effect. Let’s say your client owns an architecture firm, and they handle both residential and commercial projects. On the homepage for the website, build a splash page with two separate buttons—one for those interested in each type of project.
Each button will take the visitor to the a separate homepage for that specific audience, with a navigation bar that speaks to their needs (i.e. those who click on residential will see the portfolio for homes the architect has designed, and informational content about the process of undertaking home renovations).
Create Unique Landing Pages
I’ve already covered one instance in which unique landing pages can work on your client’s website to speak to different audiences. This is also an effective tactic when you’re driving traffic from ads to your client’s website.
Take, for example, a paid search campaign. Let’s stick with the architectural firm example and say that within their commercial work, they have two distinct personas: They work regularly with private schools and non-profit organizations. You design a Google Ads campaign targeted at private school leadership and board members. When they click the ad, rather than taking them to the generic landing page for commercial projects, why not create a landing page specifically about your client’s work with other schools?
This customized landing page is effective in immediately addressing the pain points of your distinct persona. That board member of the private school might be somewhat interested in your client’s work for other types of commercial properties, but when they see right off the bat that the architect has designed beautiful spaces that address the specific needs of a client in private education, that prospect feels an immediate connection to your client’s work. They feel seen and understood, and you begin to immediately build trust.
Tailor Content Medium to the Segment
Once you’ve captured the attention of each segment with an effective strategy to get them onto your client’s website, continue to dazzle them with content that speak specifically to their needs.
Of course, you want the meat of the content to be relevant to the audience. That means topics that matter, filled with advice and helpful information, rather than sales pitch after sales pitch.
But in addition to considering what you’re going to cover in your content, you want to think about how you’re sharing it. Typically when people think of content, they think blog posts, but there’s so much more to it than that: Podcasts, explainer videos, webinars, infographics, and ebooks—there’s a wide variety of ways to reach your audience.
For example, did you know that video, while a popular medium with all consumers, is even more effective with Baby Boomers? It might surprise you to learn that they watch 10 percent more video on YouTube than Millennials. Meanwhile, Millennials and Gen Zers outpace Boomers and older generations when it comes to podcast listening.
So while you want to be providing a variety of content to each of the segments of your client’s audience—because no one wants to be greeted with the same content format over and over again—think about ways you can lean into certain types of content for specific personas.
Build Out Hub Pages
Hub pages do a lot of good in organizing content on your clients’ websites. In addition to giving your client great SEO juice and breathing new life into old content, it can also establish thought leadership in specific areas that are important to their different personas.
Let’s return to the architect example. If they know that their commercial clients are mainly in the private education and non-profit worlds, it makes sense to build hub pages around those two areas. One hub page can be specifically for that private school audience, and include content that speaks to topics like fundraising and budgeting for major capital improvements, planning your construction around the school year, and designing a modern education building that speaks to what today’s parents are looking for.
Different segments of your clients’ audiences will have different needs and expectations when it comes to what they’re hoping to get from their business. By identifying these different buyer personas and creating specific customer journeys for various groups, you give your client a better chance at directly addressing pain points, building trust quickly and efficiently, and moving new prospects towards the sale even faster.