Celsis International Website

Celsis sold rapid microbial detection to the companies that cannot afford a recall; the site had to speak to three very different buyers without becoming three different sites.

I designed the corporate site and the industry system underneath it. One homepage for the brand, three tailored landing pages for the audiences that actually bought.

One brand, three buyers

The product was the same; the fear was not. A food-and-beverage manufacturer, a cosmetics maker, and a pharmaceutical company each worry about a different failure, so each got its own page.

• Food & Beverage; safety and shelf life, anchored by a Danone testimonial.
• Home & Beauty; speed, release products in 18 to 24 hours instead of days.
• Pharmaceuticals; cost and compliance, in the regulated buyer’s language.

A shared shell, a fixed navigation, one visual system; the audience changed, the brand did not.

Why it worked

B2B buyers do not convert on a homepage; they convert when a page proves it understands their SPECIFIC problem. The landing pages did the arguing, front-loaded for a decision-maker who scans. The homepage only had to earn the click into the right one.

Segment the audience, then build the page each one needs. It is the same instinct behind everything I do now for search intent; only the channel changed.