Optimizing a Single Page for a Five-Person Buying Committee

Oct 15, 2025

By Pranav Parekh

You’ve seen that page.

It’s the new product page, and the design team did a beautiful job. It’s clean, the messaging is sharp, and the main call-to-action is impossible to miss. Everyone on the marketing team loves it.

But here's the reality: that page isn't for your marketing team. It has to do a much harder job. It has to speak to a technical end-user, a financial decision-maker, a compliance officer, and an IT manager-all at the same time.

And they are all looking for completely different things.

This is the core challenge of B2B marketing. You have one URL, but you have five different audiences reading it. A page optimized to impress the financial buyer with ROI metrics will feel like fluff to the engineer who just wants to see the technical specs. A page that leads with deep technical detail will cause the budget holder to bounce in seconds.

The answer isn't to create a cluttered page that tries to say everything at once. The answer is to structure the page in layers, creating a clean, scannable experience where each member of the committee can find exactly what they need to say "yes."

A Framework for Information Layering

Think of your page not as a single document, but as a structured file with distinct sections designed for different readers.

  1. Layer 1: The Unified Outcome (For Everyone) The very top of your page-the first thing everyone sees-must speak to the shared problem and the unified business outcome. This is the one message that connects the entire committee. Don't lead with features or pricing. Lead with the clear, simple answer to the question, "What problem does this solve for our business?" This gets everyone nodding in agreement before they scroll for the details relevant to their role.
  2. Layer 2: The Technical Proof (For the End-User & Evaluator) This is where you answer the "How does it actually work?" question. This section is for the technical experts. Use clear subheadings, accordions, or tabs to keep it organized and prevent a wall of text.
    • What they need: Spec sheets, architectural diagrams, feature lists, integration guides.
    • Trust signal: Precision and detail. No marketing fluff.
  3. Layer 3: The Business Case (For the Financial Buyer) This layer is for the person who owns the budget. They are looking for proof that this is a sound investment, not just another cost.
    • What they need: In-depth case studies with measurable results, ROI calculators, clear pricing or licensing information, testimonials from well-known peers.
    • Trust signal: Quantifiable business impact.
  4. Layer 4: The Risk Mitigation (For IT, Security & Compliance) This group isn't looking for benefits; they are looking for red flags. Their job is to protect the organization. Your job is to make it easy for them to check their boxes.
    • What they need: Security certifications, compliance badges (e.g., SOC 2, ISO), data privacy policies, information on support and SLAs.
    • Trust signal: Transparency and adherence to standards.

When you structure a page this way, you create a self-guided journey. Visitors can instantly find the section that matters to them without having to wade through information that doesn’t. You're not forcing a single narrative on everyone; you're providing the specific evidence each person needs.

A great B2B page isn't about finding one perfect message. It’s about building a clear, layered case that gives every member of the buying committee the confidence they need to move forward.