- Two-sided businesses need two clearly labelled routes from the first screen.
- Lead with each audience’s real question, not your mission statement.
- Visible activity proves a community is alive.
The problem with one message
A Swiss non-profit connects senior executives, who volunteer their time, with SMEs that need guidance on AI, digitalisation and Industry 4.0. The old site had one general message and one contact form. It spoke to neither side.
Split the call to action
We gave organisations seeking support and executives offering it their own call to action in the first screen. Two separate routes replaced the single general form.
Lead with the real question
For an SME owner, the real question is rarely “what is this association?” It is “what should I prioritise first?” Opening with that question, then naming six concrete support formats, turned an abstract offer into something people could picture.
Prove the community is active
An advisory board, think tanks, masterclasses, awards and a published insights library showed both groups that this was a living network, not a dormant directory. In the four months after relaunch, enquiries rose 15%.
Questions people ask
Should each audience get its own website?
Usually not. One site with clearly separated paths keeps your brand, proof and search authority in one place.