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How to Use Targeted Landing Pages to Meet Diverse Audience Need

Eleanor Hecks

Your diverse audience has distinct driving forces bringing them to your website. Whether you create artisan baked goods or design websites for small businesses, your landing page speaks volumes. When it does, it should be specific yet universal enough to let visitors know what they can expect, regardless of their motivation. How can you achieve this balance so every client feels all your attention is directed at them?

Audience Types and Distinct Targeting Tactics

A shopper could come from all walks of life with varying motivations. It could be an industry or an individual. The consumer may also seek educational resources instead of committing to a purchase.

While the demographics and backgrounds of your audience may be hard to map, you can still understand what moves them by segmenting them into these groups in context with the customer journey.

Including every quality mentioned above in a sleek, well-designed landing page for any small business is possible. It could be the first and last impression for a curious web browser, touting an average 7.9% conversion rate if executed well.

So, what types of distinct audiences might you want to target, and how can you capture every type on the landing page? The following are several types of distinct audience groups, as well as some examples of small businesses who have targeted these distinct audiences particularly well that your own business can take inspiration from.

1. Information Seekers Versus Transaction-Oriented Customers

Information seekers want to know everything about your product or service to educate themselves. They could be anywhere between the awareness stage or the decision phase of the buyer’s journey. So, ensure a product catalog is accessible, specifications summaries are close by and FAQs are neatly at the bottom. These potential customers want to take their time to understand a product or service before making a purchase, and you should make it easy for them.

For transaction-oriented shoppers, a landing page might highlight a sale or discount to make it more enticing, which would be more exciting for a transaction-oriented customer. Additionally, your landing page can establish how much value the product or service will bring them, reinforcing their decision. Words like “change your life” and “instant gratification” could swing someone to checkout faster.

Take, for example, the Trupanion website. The pet insurance provider knows that insurance in general can be a confusing topic, particularly something as specific as pet insurance. Further, many people want to shop around for the best insurance before committing to a specific company. The Trupanion website targets both those wanting more information about pet insurance and those who are already interested in getting an insurance quote.

The homepage of the site links to both types of landing pages. The majority of the top of the fold speaks to a transaction-oriented audience, while a section labeled “Let us help you with your questions!” below it takes users to specific landing pages that offer more information based on the visitor’s type of pet.

2. Customers Across Diverse Industries

Many companies serve several sectors simultaneously. Consider how a construction company might specialize in buildings for universities and commercial businesses. By creating a targeted landing page for each of these groups, the business can communicate the most relevant information for each effectively and succinctly.

Website landing pages need to appeal to diverse interests without alienating anyone. Typically, this is achievable by having neutral branding overall, but with very specific targeted landing pages that attract members of each industry individually. This targeted approach ensures that each audience feels understood and valued, ultimately fostering stronger relationships across diverse sectors.

Summit Storage Solutions is one such company whose landing pages serve multiple industries. At the top of the fold on its “Industries We Serve” page are bold buttons to request quotes and contact a representative, immediately targeting both information seekers and the transaction-oriented. However, this company serves numerous distinct industries, including carpetmakers and automotive experts, and it has landing pages built out for each specific industry to click on.

There is a helpful carousel that identifies how its list of products can apply to each customer, no matter what stage they are at. The imagery and text surrounding these resources highlight the company’s products instead of appealing to a niche market, allowing the page to have a global interest.

3. Customers From Various Locations

If your business targets customers across several distinct locations, you may benefit from landing pages that are location-specific so that customers can check out what your particular location offers. Each page might feature imagery of a specific location and its capabilities or amenities.

In addition, including localized content such as regional promotions, testimonials from local clients and specific contact information can enhance engagement. By addressing the unique needs and preferences of each location, businesses can foster a stronger connection with potential customers and ultimately drive higher conversion rates.

The YMCA of Greater New York offers an excellent example of targeted landing pages dedicated to specific locations. With locations spanning across the expansive greater New York area, targeting potential visitors who are looking for a gym within a specific distance from their home or work is vital.

Their “Locations” page makes it easy for people to see exactly where their nearest Y is located, with an interactive map that allows users to search by zip code or address. Their individual branch landing pages can be easily accessed from this main page and are each SEO-optimized so that anyone searching for a gym near them using location-specific keywords should easily find a YMCA location that’s easily accessible.

4. B2B Versus B2C Customers

B2B (business-to-business) and B2C (business-to-consumer) customers have distinct needs that require tailored landing pages.

B2B landing pages should emphasize value propositions like return on investment (ROI) and efficiency. They may feature detailed case studies and industry-specific resources. Clear calls-to-action — such as scheduling demos or requesting quotes — can help decision-makers at a company make their selection.

In contrast, B2C landing pages should focus on emotional appeal with promotions and engaging visuals. The page should ensure easy navigation and a smooth checkout process. By addressing the unique motivations of both audiences, businesses can create effective landing pages that drive engagement and conversions.

P.D.Q. Door Company, a garage door company serving both homeowners and businesses in Maine, is one such example of a business that caters to both businesses and individual consumers, and the website does an excellent job of helping both residential and commercial visitors find exactly which service will best meet their needs.

Both the residential and commercial landing pages are easily accessible from the company’s homepage, with visuals that appeal to each distinct visitor type.

A Landing Page With a Legacy

Creating effective landing pages that cater to a diverse audience is essential for any business aiming to thrive in today’s competitive landscape. By recognizing the distinct motivations of your visitors, whoever they may be, you can design pages that meet their specific needs while maintaining a cohesive brand identity.