Your product works for both.

Small businesses pay $99/month. Enterprises pay $50K/year.

Your website tries to speak to both. And converts neither.

Here's the problem:

A startup founder evaluating tools at 11pm needs something completely different from a VP of IT managing vendor selection for 5,000 employees.

Different pain points. Different decision processes. Different risk tolerance. Different metrics that matter.

One website can't speak to both with the same messaging and structure.

I've watched this play out dozens of times. Companies try to be everything to everyone. End up being nothing to anyone.

Let me show you how to design for both without destroying conversion for either.

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Why the same website structure fails for both audiences

SMB buyer journey:

• Individual searches for solution
• Lands on your site
• Reads homepage, checks pricing
• Signs up for free trial or books demo
• Decision in days or weeks
• Done

Enterprise buyer journey:

• Someone mentions you in a meeting
• 6 people research independently
• Team evaluates 5 vendors over 3 months
• Security review, legal review, procurement review
• Pilot program with 50 users
• 8-month sales cycle
• Contract negotiation
• Implementation project
• Done

Same website for both? Impossible.

SMB needs: Fast answers. Self-service. Clear pricing. Immediate trial or demo.

Enterprise needs: Proof of scale. Security documentation. Case studies. White-glove service. Custom solutions.

If your homepage screams "Start Free Trial," enterprises don't trust you're ready for them.

If your homepage screams "Contact Sales," SMBs bounce immediately.

You need different paths for different buyers.

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The three architectures that work for dual-ICP websites

Architecture 1: Segment on homepage with separate flows

Homepage asks: What describes you best?

• Small business or team (under 50 people)
• Enterprise or larger organization (50+ people)

Each choice leads to completely different landing page optimized for that ICP.

Pros: Clear segmentation. Can fully optimize each path. Cons: Adds friction. Some won't want to choose.

Best for: Products with very different sales motions by size.

Example: DocuSign has consumer, small business, and enterprise paths.

Architecture 2: Default to SMB, enterprise option in nav

Homepage and default experience: SMB-optimized. Self-service. Clear pricing. Fast signup.

Navigation prominently features: "Enterprise" or "For Large Teams" link to enterprise-specific section.

Pros: Doesn't slow down high-volume SMB motion. Enterprise buyers can self-identify. Cons: Enterprise traffic might miss the specialized section.

Best for: SMB volume-driven with enterprise upmarket motion.

Example: Slack defaulted to SMB experience, "Slack for Enterprise" in nav.

Architecture 3: Unified with context-aware content

One homepage. Content adapts based on detected firmographics (company size, industry) or behavior.

Different CTAs, case studies, and messaging shown based on visitor profile.

Pros: Seamless experience. No forced choice. Sophisticated. Cons: Requires advanced personalization tools. Complex to implement.

Best for: Late-stage companies with resources for personalization.

Example: Salesforce adapts content based on detected company size and industry.

Most companies should start with Architecture 1 or 2. Architecture 3 requires tools like 6sense, Demandbase, or Mutiny. Expensive and complex.

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Homepage messaging: What each ICP actually needs to see

SMB homepage hero section:

Headline: Clear, specific outcome they care about. "Cut admin time in half and get back to building your business."

Subheadline: How it works, simply. "All-in-one HR platform for growing teams. No setup headaches, no HR expertise required."

CTA: Low-friction, immediate action. "Start Free 14-Day Trial" or "See It In Action - 2 Min Demo"

Social proof: User count or relatable small company logos. "Trusted by 12,000+ small businesses"

Visual: Product screenshot showing simplicity.

SMBs need to know: Can I use this without help? Will it solve my problem today? Is it affordable?

Enterprise homepage hero section:

Headline: Business impact at scale. "Enable 10,000+ employees to work efficiently while maintaining security and compliance."

Subheadline: Enterprise capabilities. "Enterprise-grade HR platform with SSO, advanced security, dedicated support, and 99.99% uptime SLA."

CTA: Human interaction. "Talk to Sales" or "Request Custom Demo"

Social proof: Recognizable large company logos. "Trusted by Fortune 500 companies including [logos]"

Visual: Dashboard showing scale, admin controls, reporting.

Enterprises need to know: Can you handle our size? Are you secure enough? Do you have proper governance? Will you still exist in 5 years?

Completely different messaging. Completely different concerns.

Real example: Zoom.

SMB homepage (zoom.com): "One platform to connect." Free signup prominent. Simple video demo. User testimonials.

Enterprise page (zoom.com/enterprise): "Empower global workforces." Security certifications prominent. Enterprise logos. "Contact Sales" CTA.

Same product. Completely different positioning.

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Pricing page strategy by ICP

This is where most dual-ICP companies screw up.

Bad approach: One pricing page with 5 tiers

Starter ($49), Professional ($99), Business ($249), Enterprise ($999), Enterprise Plus (Custom).

Result: SMBs are confused by enterprise features. Enterprises aren't sure which tier is "real" enterprise.

Better approach: Separate pricing experiences

SMB pricing page:

• 2-3 clear tiers with monthly pricing
• All prices visible
• Feature comparison table
• "Start free trial" CTAs
• FAQ about billing, cancellation, etc.

Target visitor knows exactly what they'll pay and can self-serve.

Enterprise pricing page:

• Starting price or typical range (if you can)
• "Custom pricing based on: seats, usage, support tier"
• ROI calculator or TCO comparison
• Security and compliance features
• "Talk to Sales" CTA
• Case studies showing enterprise deployments

Target visitor understands this requires conversation and custom scoping.

Transitional tier:

• Often called "Business" or "Professional"
• Serves mid-market (50-500 employees)
• Shown on both pages but positioned differently
• Self-serve option with sales assistance available

Navigation structure:

SMB path: "Pricing" links to self-serve plans. Enterprise path: "Enterprise" section has separate pricing page.

Or: Pricing page selector: "How many employees?" Routes to appropriate page.

Real example: HubSpot.

Self-serve pricing: Shows monthly costs for Starter, Professional, Enterprise tiers.

Enterprise pricing: Separate page explaining custom enterprise packages, implementation, and dedicated support.

Same pricing tiers. Different presentation for different audiences.

Feature and product pages for different sophistication levels

SMB buyers care about: Does it work? Is it easy? Can I start using it today?

Enterprise buyers care about: Does it scale? Is it secure? Can IT manage it? Does it integrate with our stack?

SMB product pages:

Focus on outcomes and ease:

• "What it does for you" not "technical specifications"
• Before/after scenarios
• "No setup required" or "Live in 5 minutes"
• Visual walkthrough of user experience
• Customer stories from relatable small businesses

Technical details minimal. Emphasis on simplicity.

Enterprise product pages:

Focus on capabilities and governance:

• Technical architecture and integration capabilities
• Admin controls and management features
• Security, compliance, and data governance
• Scalability and performance metrics
• API documentation and developer resources
• White papers and technical guides

User experience secondary. Emphasis on enterprise-readiness.

Example feature: SSO (Single Sign-On)

SMB page: Barely mentions it. Not a priority for 10-person companies.

Enterprise page: Dedicated section on SSO with supported providers (Okta, Azure AD, Google), admin setup guide, security benefits, compliance implications.

Same feature. Completely different treatment based on ICP.

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Social proof and case studies by company size

SMB social proof:

What works:

• User count: "Join 50,000+ teams growing their business"
• Review site ratings: "4.8/5 stars on G2 from 3,200+ reviews"
• Small company logos they recognize
• Short testimonial quotes: "Saved me 10 hours a week"
• Video testimonials from founders like them

What doesn't work:

• Fortune 500 logos (intimidating, "not for us")
• Complex ROI case studies (too formal)
• Analyst reports (not their decision criteria)

SMBs trust peer recommendations and user volume.

Enterprise social proof:

What works:

• Fortune 500/1000 logos: "Trusted by 40% of Fortune 500"
• Industry-specific case studies with metrics
• Analyst recognition: "Gartner Leader," "Forrester Wave"
• Compliance certifications: SOC 2, ISO 27001, GDPR
• Detailed case studies with business impact
• Executive testimonials with names and titles

What doesn't work:

• Generic user count (enterprises don't care if 100K small businesses use you)
• Consumer-style reviews (not enterprise decision criteria)
• Casual testimonials without attribution

Enterprises trust authority, proven scale, and verifiable results.

Create separate case study sections:

"Customer Stories" for SMB: Short, relatable, outcome-focused.

"Enterprise Case Studies" for enterprise: Detailed, technical, ROI-focused.

Real example: Asana.

SMB customer stories: "How a 15-person agency got organized."3-minute read. Relatable problem. Simple solution.

Enterprise case studies: "How IBM deployed Asana across 25,000 employees."15-minute read. Implementation details. Change management. Metrics.

Both exist. Linked from appropriate sections.

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Form strategy and lead capture by sales motion

SMB forms:

Goal: Minimize friction. Get them into product fast.

Trial signup:

• Email and password only
• Maybe company name
• That's it

Demo request:

• Name, email, company
• 3 fields max
• Instant calendar booking (no sales qualification call)

Routing:

• Automated onboarding email sequences
• Self-serve resources
• Product tours and tooltips
• Low-touch or no-touch sales

Enterprise forms:

Goal: Qualify and route to right sales rep.

Demo request:

• Name, email, company, role
• Company size, industry
• Current solution (if any)
• Specific requirements or challenges

More fields okay because:

• Enterprise buyers expect it
• You need qualification before dedicating sales resources
• Custom demo requires context

Routing:

• Based on company size and industry
• Assigned to appropriate account executive
• Personalized follow-up
• Discovery call before demo

Form length signals sales motion.

2-field form = self-serve, try it now7-field form = complex sale, human interaction needed

Match form to expectation.

Real example: Calendly.

SMB signup: Email, password. Done. You're in.

Enterprise demo: 8 fields including company size, current solution, integration needs. Routes to enterprise sales team.

Different products? No. Different sales motions.

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Technical documentation and support content by audience

SMB support:

What they need:

• Quick-start guides and videos
• FAQs for common questions
• Chat support for fast answers
• Community forum to get help from peers
• Video tutorials showing how to use features

What they don't need:

• 100-page technical implementation guides
• API documentation (they're not integrating)
• Enterprise architecture diagrams
• Complex workflow documentation

SMB support is about: How do I use this feature right now?

Enterprise support:

What they need:

• Detailed technical documentation
• API documentation and developer guides
• Security and compliance documentation
• Implementation guides and best practices
• Admin training and certification programs
• Architecture diagrams and integration patterns
• SLA documentation and escalation procedures
• Dedicated success manager contact

What they don't need:

• "Getting started in 5 minutes" basic tutorials
• Community forum DIY help (they pay for support)

Enterprise support is about: How do we implement this across our organization securely?

Create separate support sections:

"Help Center" for SMB: Searchable, video-heavy, quick answers.

"Resources" or "Documentation" for Enterprise: Comprehensive, technical, downloadable.

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Security and compliance content positioning

SMB approach:

Most SMBs don't lead with security concerns. Mention it, but don't make it primary.

Where to put it:

• Footer link to "Security" page
• Brief mention on features page
• FAQ section addressing security

What to include:

• "We take security seriously" statement
• Basic certifications if you have them
• Encryption and data protection
• Privacy policy compliance

Don't overwhelm SMB buyers with security details upfront. They trust you're handling it.

Enterprise approach:

Security is often a primary concern. Make it prominent.

Where to put it:

• Primary navigation: "Security" or "Trust"
• Above fold on enterprise homepage
• Detailed dedicated section
• Linked from all enterprise product pages

What to include:

• SOC 2 Type II report (if you have it)
• ISO 27001 certification
• GDPR, CCPA, HIPAA compliance
• Penetration testing results
• Data residency options
• Encryption standards
• Incident response procedures
• Security whitepaper (detailed technical doc)
• Third-party security assessments
• Vendor security questionnaire responses
• Contact for security team

Enterprises won't consider you without this. Make it comprehensive and accessible.

Real example: Notion.

SMB visitor: Security barely visible. Mentioned in footer.

Enterprise visitor navigating to /enterprise: Security is section 2 on the page. Certifications prominent. Link to detailed security docs.

Same level of security. Different emphasis for different audiences.

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CTA strategy and conversion paths

SMB CTAs:

Primary: "Start Free Trial" or "Try Free for 14 Days"

• No credit card required
• Instant access
• Self-serve

Secondary: "Watch 2-Minute Demo" or "See How It Works"

• Video or interactive tour
• No form required
• Quick understanding

Tertiary: "Talk to Sales"

• For those who want human help
• But not the primary path

Conversion path:

1. Land on site
2. Watch demo or read features
3. Start free trial
4. Use product
5. Convert to paid (in-product or email)

Fast. Self-serve. Low-friction.

Enterprise CTAs:

Primary: "Request Demo" or "Talk to Sales"

• Human interaction required
• Sales-assisted evaluation
• Custom demo

Secondary: "Download Enterprise Guide" or "See ROI Calculator"

• Lead capture with value exchange
• Nurture sequence begins
• Sales follows up

Tertiary: "Start Trial"

• If you offer enterprise trial
• Usually after sales conversation
• Controlled pilot program

Conversion path:

1. Land on site
2. Consume multiple resources over weeks
3. Request demo
4. Sales qualification call
5. Custom demo
6. Pilot program scoping
7. Security review
8. Procurement process
9. Contract negotiation
10. Deal closed

Long. Complex. High-touch.

Different CTAs reflect different realities.

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Navigation and IA for dual-ICP sites

This is tricky. You need clarity for both audiences without cluttering navigation.

Approach 1: Segmented navigation

Primary nav keeps it simple:[Product] [Solutions] [Pricing] [Resources] [Enterprise]

"Enterprise" link goes to enterprise hub with:

• Enterprise-specific product info
• Enterprise case studies
• Enterprise pricing
• Security and compliance
• Implementation services

Everything enterprise-related lives there. Keeps main site SMB-focused.

Approach 2: Audience selector in nav

Small toggle or dropdown: "For Small Business" | "For Enterprise"

Changes navigation and content based on selection.

Requires more sophisticated implementation but provides clean separation.

Approach 3: Solutions-based navigation

[Product] [Solutions ▼] [Pricing] [Resources]

Solutions dropdown has:

• By company size: "For Small Business" | "For Enterprise"
• By industry: Relevant to both
• By use case: Relevant to both

This lets both audiences self-select without forced choice on homepage.

Key principle: Don't make navigation confusing trying to serve everyone.

2-3 primary paths maximum. Clear labels. Obvious where each audience should go.

Test with real users from each ICP. If they can't figure out where to go in 5 seconds, simplify.

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Mobile experience by ICP

Here's something most people miss: Mobile behavior differs by ICP.

SMB mobile visitors:

Often researching on phone during off-hours. Might sign up from mobile. Need fully functional mobile experience.

Mobile requirements:

• Fast load time (3G connections)
• Easy form fills on mobile
• Readable text without zooming
• Functional trial signup from phone
• Mobile-optimized product tours

Many SMB customers will try your product first on mobile.

Enterprise mobile visitors:

Usually researching, not buying. Will complete transaction on desktop.

Mobile requirements:

• Content readable on phone
• "Send info to email" options
• Ability to navigate to resources
• Contact forms work on mobile
• But full signup/trial not critical

Enterprise buyers research on phone, execute on desktop.

This affects design priorities.

SMB site must be fully mobile-functional. Enterprise site must be mobile-readable but can optimize for desktop conversion.

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The transition strategy when moving upmarket or downmarket

Most companies start with one ICP, then add another.

Scenario 1: Started SMB, adding enterprise

Don't break what's working. SMB is your revenue base.

Strategy:

1. Keep main site SMB-optimized
2. Add "Enterprise" section gradually
3. Build enterprise content, case studies, security docs
4. Add enterprise sales team before changing site too much
5. Test enterprise messaging on separate landing pages
6. Once proven, integrate into main architecture

Timeline: 6-12 months to fully build enterprise capability.

Scenario 2: Started enterprise, adding SMB

Your site is probably too complex and sales-heavy for SMB.

Strategy:

1. Create self-serve tier and pricing
2. Build simplified onboarding flow
3. Add free trial or demo capability
4. Create SMB-focused landing pages
5. Test with small audience before promoting widely
6. Gradually shift main site to accommodate both

Timeline: 3-6 months to build SMB self-serve motion.

Don't try to flip overnight. Iterate based on actual conversion data from new ICP.

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The brutal truth about trying to serve both

Serving both ICPs is hard.

Your SMB motion wants fast, cheap, self-serve. Your enterprise motion wants custom, premium, high-touch.

These create tension everywhere:

• Pricing (transparent vs negotiated)
• Support (self-serve vs dedicated)
• Features (simple vs comprehensive)
• Marketing (volume vs targeted)
• Sales (automated vs relationship)

Most companies eventually choose.

Either: Focus upmarket. Shed SMB customers over time. Become enterprise company.

Or: Focus on volume. Automate everything. Become SMB company with some enterprise customers.

Very few successfully serve both long-term at scale.

Salesforce went enterprise. Lost SMB market to HubSpot. HubSpot went SMB. Lost enterprise market to Salesforce.

Both are worth billions. Both chose.

Your website is where this choice becomes visible.

If you try to be everything, you'll convert neither.

Better to optimize fully for one ICP, have decent path for other.

Than to half-ass both and convert neither well.

The uncomfortable question: Which ICP is your real future?

Your website architecture should reflect that answer.