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What happens when one website has to talk to two different people?
A client of ours teaches two audiences at once: expecting mothers who want a calm pregnancy, and women who want to become doulas. One brand, one site, two very different reasons to visit.
The usual fix is a hero that speaks to "everyone" and lands with no one. We designed it as a fork in the road instead:
1. Two doors in the hero. "I'm pregnant" and "I'm training to be a doula", side by side, equal weight. The visitor picks a path in one click, and the headline above them stays about the shared value.
2. One voice, two tones. The mothers' path is softer: fewer words, more room, gentle photos. The doula path is more structured: modules, certification, dates. Same fonts, same colors, different rhythm.
One proof section, split in two. Testimonials from mothers on the left, from doulas on the right. Each visitor sees people like them before the price.
Writing for everyone is writing for no one. Give each reader a door.
Have you ever designed a page for two audiences at once? How did you split it?
Really great point! Designing for two distinct audiences under one brand is always a challenge. Excited to see your approach to solving it.
Splitting the proof section is the smartest part. Did you also split the header CTA, or does the nav still send both groups to one contact form?
Love the split testimonials idea. Seeing people like you before the price is such a simple trust builder. I did something similar for a B2B and B2C audience once and two clear doors in the hero worked way better than one generic headline.
Love the feel of this, Serge!
Great work
Two audiences on one site is a tricky one. Splitting the paths early instead of mixing both messages in the hero is the right call, Serge.
Really like the thinking behind this approach. Giving each audience a clear path from the start is much more effective than trying to communicate two different messages at once. It's all about understanding why people visit in the first place.
Great job Serge
love this .amazing work
This is a useful perspective. Understanding the audience changes how we approach the solution.
Love that purple hero with the two cards right up top.
Clever when you put the testimonials on the hero for building the trust
Really nice work here
Splitting the hero into two clear paths right away is so smart. When a visitor chooses a path, does the whole page change style?
The shared headline with two clear paths is a really nice UX solution
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