It’s easy to see the Internet simply as the digital version of print, but they both have different advantages. Applying all the same things to print and the Internet is extremely inefficient either way. The Internet is an interactive media, which allows you to simultaneously present multiple target audiences with relevant information. The more personalized your website design is, the more likely it is that you’ll have a sale.
To present visitors with the most relevant information possible, your website should be set up in a way that multiple people could browse through and, depending on their needs or interests, have a different experience. You can easily divide up your target buyer personae up at your home page, but be sure to give your visitor chances to jump to pages aimed at another target audience in case they land on a page from a search engine, bypassing your homepage.
A visitor chooses a page for a reason, so you should provide links that primarily lead to content not only relevant to the page, but to the problem the customer is trying to solve. This makes it more likely for them to stay on your website long enough for you to make a sale. Make sure hat most of these links are targeted to the buyer persona that the page is for.
There are an infinite number of ways to optimize your site for different types of customers. It can even be helpful to have different product pages based on what path they have chosen. Think of your website less as a digital document and more of a customizable experience. You’re more likely to have exactly what a customer is looking for if you let them choose.