Start by deciding which persona is primary — and that is harder than it sounds. Every enterprise website that tries to serve all personas equally ends up serving none of them well. Once the primary buyer and their journey are established, secondary audiences get dedicated paths — separate solution or use case pages, separate proof points — but they never dilute the primary message on the homepage. The most common failure: the homepage addresses all personas simultaneously, so the person most likely to sign the contract leaves having understood nothing specific about why this product is for them.
