The problem: Sites with a “something for everyone” architecture rarely satisfy anyone.
Appealing to multiple audiences is one of the biggest challenges in creating content for corporate websites.
A typical business site typically draws visits from:
- Customers
- Shoppers
- Suppliers
- Investors
- Employees
- Job seekers
- Media
Firms that recognize the importance of these various groups attempt to appeal to all of them, usually by building content sections with high-level navigation labels, such as For Investors, Careers, or Media Center. Using this type of audience segmentation far exceeds doing nothing, but it still falls short.
The key issues
Watered-down messaging. Content fed to all audiences serves too many masters. Product pages, for instance, must be highly detailed for...
