In my (b2b) organization, we have created key buyer personas for each type of service we deliver. We want to focus on writing conversion oriented content for decision makers our website. But there are multiple decision makers for each service we have.
This means that while writing the overview page for an individual service, I will probably have to fork the messaging for each high value buyer persona. This means I lose the single focused universal message with which to attract an audience.
I am trying to group buyers into meaningful categories like
consulting firms but that also feels like fragmenting my efforts.
What do I do? Is it possible to choose the right buyer persona to serve on my website? What factors should I take into account while doing this?