A Quick Trick for Writing 1 Page for 2 Audiences

Speak to 2 audiences at 1 timeMy first startup was a realtor rating site called What Customers Say. On the home page for What Customers Say, we had to speak to two groups: 1) realtors and 2) home buyers and sellers.

Naturally, the value + benefits associated with using the rating site were very different for realtors than for home buyers / sellers. But we knew we needed to speak to both groups because, well, we were a startup, and we were trying hard to grow both sides at the same time.

My second startup was Page 99 Test, a site where fiction readers rate one page of a book submitted by a novelist.

Once again, we had 2 groups to attract… and 2 groups to keep on the site. All with a single home page as an entry point. And with a single headline on that page.

Is it easy to speak to both groups? Um, no. When you’re actually faced with sitting down and writing the copy, you can only pray that someone walks in and gives you something else to do.

But even then – eventually – you have to get back to the task at hand.

Sometimes, you choose one audience and subordinate the other. That’s the easiest approach, from a copywriter’s perspective, and it’s what TutorSpree has opted to do. Even though they’re connecting 2 groups, the goal is clearly to focus on attracting students first, tutors second (see the tiny button in the top right corner):


Other times, you don’t have the luxury of choosing 1 group over the other, which then begs the question…:

What Happens When You Need to Attract 2 Groups Equally… on the Same Page?

Here’s what I do. When I’m helping my startup clients with this issue, I ask them to create a Venn diagram in which the values X, Y and Z audience derive from your product are listed, and the similarities overlap.

Simple, right? Well it’s amazing how rarely people actually sit down and do this exercise, given the simplicity of doing it + the heartache it can eliminate.

Here’s an example of how it works. Let’s say you were to write the home page for Appbackr, which is a marketplace-style site offering a solution designed for both app developers and app sellers / retailers. You want to speak to both groups in the same headline… so here’s what your Venn diagram might look like:

Writing 1 home page for 2 audiences

With that Venn diagram complete – and you know it wouldn’t take you long to do – you can then craft a single home page headline that speaks to both audiences:

Where App Developers & App Sellers Make More Money & Generate More App Installs

Once your headline has brought both groups into the page, you have a few choices for displaying content to each group separately:

  1. Choose one group to target on the rest of your home page, and use a call to action to quickly drive the other group to a targeted landing page
  2. Write for both groups on the same page, but use section headers to help people identify the right message for their needs
  3. Write for both groups on the same page, but keep the page very short, driving each group to its own targeted landing page

Let’s check out what direction Appbackr takes. As you’ll see in the screenshot here, Appbackr first addresses both audiences in the headline… and then, below the PR mentions, employs the UX + messaging strategy from the third point above: they keep the page short and quickly drive each group to its own targeted landing page.

Appbackr 2 audiences 1 page

That’s it. Writing 1 page for 2 audiences is that simple. 🙂 I mean, sure, there are always exceptions…

But if you look deep enough – or even high enough – you’ll see that there IS overlap between what your 2 audiences are looking for when they land on your site. And that overlap can be used to help you craft the right headline to reduce bounce… and increase the likelihood that your 2 audiences will actually read the more targeted messages you’ve got for ’em elsewhere on your site.

So, have you written copy targeted at more than 1 audience before? In a comment below, tell me what strategy you used.



About the author

Joanna Wiebe

Joanna Wiebe - Copywriter and author of "Copyhackers"

  • Joanna, what do you think of the visitor choosing what content they see depending on their demographic (e.g. buttons with ‘I am x’ / ‘I am z’ and the button-click triggers different content)?

  • Lynn Monk

    I’ve had this dilemma since I started my business and have split it into 4 different web sites, each catering to a specific audience. My primary site remains undeveloped, however, so when I get around to doing the redesign, I will be using some of these techniques. I’d never heard of a Venn Diagram before!

  • The old Venn Diagram. Its what my mom told me to use when deciding if a woman was “just a friend” or “a girlfriend”

  • fegd

    This page just saved my ass!! Thank you, Joanna.

  • Hi Joanna. Yep, writing a “strong value proposition” that resonates with multiple audiences is hard. For example, many law firms practice many different areas of law. I know of one law firm that provides legal services for 13 different areas of law each of which generates significant revenue.

    For a business that sells professional services to multiple audiences would you recommend the Appbacker technique i.e. keep the home page short and quickly drive each group to its own targeted landing page?

  • Rachel Daley

    This is so genius and so simple! I’ve been racking my brain trying to figure out how to appeal to influencers while still giving my usual target audience helpful content relevant to them. Would you say the same idea works here, or is it better to target influencers with separate content?

  • Really liked the ideas. I usually have to write copy for programs with distinct audiences and I was always lost on how to do it. This should help.

  • It sounds like a good idea for a test, Penny! If you’re not sure whom you should target, then a split-test of a page that targets the harder-to-attract group (your control) against a page that targets both (your treatment) might really clear things up and ensure you don’t have to “make a call” without knowing it’s the right one.

  • Noely

    This is a great piece. I did notice however that while the appbacker site speaks to both developers and sellers, the images on the site seem to include only men (aka exclude women). Is this the target audience or is there an assumption that women aren’t interested in making money from apps? Not being a super feminist here, I have a public health background and have grown a sensitivity to the meaning of language and images. Eg., using phrases like disabled children versus children with disabilities…

    • Oh, Noely, you and I could share a “not trying to be a super feminist but” pulpit! 🙂 I am in a shockingly male-dominated world — copywriting + tech startups — and I have a humanities background with major emphasis on women’s studies / feminism, so I feel like I notice / question *everything* to do with gender… and I end up holding my tongue about 99.5% of it.

      Yes, agreed that it’s strange that they focus on dudes only in their images… but maybe the cold hard truth is that the app world is currently male-dominated. If so, then I suppose they’re as right to use male-only images as a mother-focused site is right to use female-only images. Yes? That’s the trouble with marketing and targeting audiences — well, that’s one of the points of contention with mktg and it’s definitely one of the things I struggle with in the world of selling + creating messages that shape how we look at the world. Great point to bring up!—I’m glad you did.

  • Lance Jones

    Frequent lurker coming out of the woodwork here… 🙂 🙂

    I am a big fan of technique #3: “Write for both groups on the same page, but keep the page very short, driving each group to its own targeted landing page”

    Getting people to recognize themselves in some well-placed “profiling copy” and say, “That’s me!”, is a great way to generate momentum for a first-time visitor and make them feel like they’re stepping toward a solution. I also think that an immediate recognition of oneself on a home page establishes the first level of trust between a new visitor and the site owner.

  • Martin

    Very clever technique. Always thought that I had to prioritize one audience over another. Thanks for sharing!

    • Glad you like! Yeah, it’s usually the case that, as your startup grows, you can switch from speaking to both groups to speaking to just one —- but you need to have a solid number of users in X group in order to focus on Y entirely. At least, that seems to be the case if you want to grow your biz. 🙂

Copyhackers Tutorial Tuesdays training calendar

Copywriting tutorials

How to write a long-form sales page using survey data
SEO copywriting
Why good copy performs badly
Conversion copywriting defined
How to use VoC to create outlines
How to validate your copy
How to make your writing sound good
Getting creative with conversion copy
How to write headlines
How to be specific in your copy
How to write great bullet lists
How to write a long-form sales page
How to write compelling “agitation” copy
How to write holiday copy
3 essential copy techniques to use daily
How to write a sales page
How to optimize crossheads/subheads

How to optimize Facebook ad copy
How to write an Adwords ad
How to write Facebook-compliant ads

How to evergreen your course sales
How to use SEO landing page
How to get more subscribers
How to script the first sales video
How to script the second sales video
How to script the third sales video

How to write welcome emails
How to write a launch-day sales email
How to write a last-day launch email
How to write a cold email
How to write cold emails for services
How to write a trial-ending SaaS email
How to write a post-welcome SaaS email
How to write TOFU emails

How to shift the way you think about money
Think you’re not ready for a VA?
How to get paid to write proposals
Creating and selling packages
How to write a project proposal
How to present your copy to clients
How to get more proposals approved
How to wireframe your landing pages
The art & science of pestering
How to pitch your copywriting services
How to create a biz-worthy home office
How to handle awkward client convos
How to master customer interviews
How to keep your copy reviews on track

How to write a long-form sales page using survey data
A super-speedy formula to find VoC
How to Marie Kondo your VoC data
Optimize your email sequence with Trello
How to research a blog post
How to plan a SaaS onboarding funnel
How to use Amazon review mining
How to do a content audit
How to know what your visitor’s thinking
Creating a launch command center
A 3-part copywriting process for newbies

Likes to leads
SEO copywriting
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
How to optimize Facebook ad copy

Breakthrough blog post topics
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide

Sweep 1: The Clarity Sweep
Sweep 2: The Voice + Tone Sweep
Sweeps 3 & 4: The Believability Sweeps
Sweep 5: The Specificity Sweep
Sweep 6: The Heightened Emotion Sweep
Sweep 7: The Zero Risk Sweep