I've spent about 3 years trying to answer this question myself, so I thought I'd give you guys a go.
Here's the situation:
- My company provides training services.
- You can either (i) book a course for your org/business etc. or (ii) you can attend a public course on one of the available dates
- I want to funnel users so that the information is tailored to them e.g a business would look for a more formal page, whereas an individual would prefer something more friendly/personal
My current approach:
- The site is essentially a pretty directory of course pages.
- On the course page, a button says 'book now!' and takes you to an enquiry form.
- We get enquiries from business & individuals, often confused about whether we are a public or private course company.
How/at what point I should I try to differentiate the users? What happens to e.g an individual who wants to attend a public course but also has a business and could be persuaded to book a private course in future. An example site that does this well would be great.