Targetting B2C and B2B at the same time
Hey all, I've been building a web app which is a general neurodiversity screening test – edscreening.com. It's research based, and has a great academic advisory board.
I'm trying to resolve issues with the copy as we have 2 distinct audiences. At launch I'll be targeting consumers with one off purchases, but have already started talking to education departments here, have a lot of overseas contacts in education departments, and want to also target them as an ongoing SAAS.
The two audiences essentially use different languages. Parents might refer to "aspergers syndrome", but in the field and education sectors, it's "autism spectrum". Parents call "dyslexia" what the field calls "SLD Reading", and so on.
People in the field can be really put off by the general terms parents use, and if we use them we come off as not knowing the field. The field wants objecting factual language, which makes pretty crappy sales copy for parents...
I don't want to split this into two seperate sites, splitting any domain authority and SEO work, particularly this early (still pre launch, although we have run hundreds of pilot screenings), but I'm running out of ideas on how to address both audiences successfully from the one home page.
Anyone resolved this type of split before...?
I have been wrestling with a similar dilemma. Here is what I've come away with:
There doesn't appear to be a silver-bullet solution.
One approach is to prompt users to self-identify. This article has some screenshot examples around the halfway point:
https://www.threefivetwo.com/blog/How-to-Serve-Multiple-Target-Audiences-With-One-Website
However, this makes for a less-than-ideal user experience, and some sites that formerly used this approach like franklincovey.com have abandoned it.