1) Shorter is always better
Your website visitors are likely in the middle of other tasks - getting Slack messages and replying to emails while sitting in meetings and planning what they're going to make for dinner. When they hit your site, they will spend less than a minute on any given page, quickly scanning to make a quick assessment of whether they need your product. Make sure your headlines are easy to scan and hit on the key points.
Headlines should be one line only, as few words as possible
Body text should be no more than two lines - it's unlikely it will be read if it's longer than this
2) Be 80% accurate, 100% clear
With personalization, you don't need to list every feature or use case for your product. Narrow in on what matters most to the specific user segment and make sure you are completely clear about how they benefit from using you.
The goal of your website is to get users to sign up and put them in a sales cycle. Cut down your content to only the most compelling and relevant content for the segment and give them a reason to want to learn more.
3) Focus on the problem you solve for this segment
We find the "Jobs to be done" framework to be a great way to look at personalization segments. Identify the unique jobs for which your customers hire your product, the demographics and firmographics of the segment that needs each job done, their biggest problems and needs, their current alternatives, and why they should use you.
Answering these questions will help you develop relevant and compelling content for each segment.
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