Speak to many. Sound like one.

Trying to speak to everyone is a classic marketing trap. Because when you try to selling to everyone, you end up selling to no one. And many brands fall into this trap, as their websites show.

Those who "talk to everyone" often end up with vague claims, generic language, uninspired design, and a lack of real substance. You can't show real data, specify solutions, or speak the language of any audience. Not truly.

Why? Because there's no such thing as a universal customer. Every audience comes with its own challenges, its own experience, and its own way of thinking and speaking.

So why do companies still do it?

Because most brands don't have just one customer type. And they end up going broad just to avoid losing anyone. But it doesn't have to be that way — even for complex projects.

We tackled this challenge head-on for Chargee

Chargee, a company providing complex e-mobility solutions, targets both small and large companies, local governments, households, station owners, and fleet managers. Every one of these segments expects something different from e-mobility. They use different sets of services and differ in experience, knowledge, and expectations.

If we wanted each of them to feel seen, we had to think carefully not only about what we were saying, but to whom we were saying it.

One message per segment — one brand throughout

The guiding principle was simple: each audience gets its own customer journey. That's why we created a dedicated "Solutions" section in the website's main menu — a navigational hub that leads each customer type directly to their needs. No long lists of services. No product overviews. At least not in this part of the customer journey.

Each subpage addresses the unique challenges of the specific group and offers tailored solutions. Developers care about long-term ROI. Households want easy installation and transparent billing. Municipalities need to manage public charging capacity with minimal hassle.

But for this approach to work, we had to slice the content by segment and connect it through a unified tone of voice, structure, and visual style — even if that meant some repetition. Because while each visitor reads only their part, the brand must remain consistent.

Real-world example: who we addressed and how

On the page for businesses, we focused on cost control, fleet management, and system scalability. We spoke the language of decision-makers: ROI, complexity, reliability. When a CEO chooses a partner for e-mobility, that's what they need to hear. Once they narrow their choices, the decision shifts to the fleet manager, who looks for technical functionality and everyday usability. So, on their subpage, we could use technical terms and functionalities.

Households, on the other hand, were offered peace of mind: no hassle, plug & play, we take care of everything. For municipalities, we focused on benefits for public space and easy management of public charging. Fleet managers got a dedicated section explaining how the system tracks consumption, schedules charging, and automates reporting. And station owners? We showed them monetization options, management tools, and open system capabilities.

Each page had a unique entry point and call to action — yet followed the same structure and brand logic. So, no matter who the visitor was, they felt like we were talking directly to them. And at the same time, they recognized the strength and consistency of the brand behind it all.

The value: giving each customer exactly what they need

This approach didn't just make the site more informative — it made it more effective. Visitors didn't have to guess, search, or adapt to some "average user." They found what they needed, in their language, with clear answers. And they felt like the brand understood them.

At the same time, the site held together as one entity. Same tone. Same visual identity. Same logic. Not five different websites — one smartly structured digital product that speaks to each group's needs and still reflects a single, strong brand.

Actionable CTAs tailored by segment

We didn't stop at content. Each page had a segment-specific CTA. For developers: a consultation on network planning. For municipalities: a feasibility study request. For households: a no-obligation quote.

We never just said "Get in touch" — we told why and with what. That last step often makes all the difference. It's the cherry on top. And everyone prefers a different flavor.

When you speak to multiple audiences, don't say the same thing to all of them

Quite the opposite. Each wants to hear something different. The key is to find the balance between targeted messaging and brand consistency.

The Chargee website proves it's possible. And that the result isn't just better UX — it's a website that sells.

Want to speak your customers' language — and still stay true to your brand?

Let's talk. We'll help you build a structure that makes sense — to them and to you.