I’m developing some web-based software that will be paid for by employers (or more specifically benefit advisors for the employer) but used by their employees. My question is who should the copy on the home page be geared to? The user or the customer?
My thought is that the home page copy should be geared to the user (employee) as they are going to be going there to login. Then have separate landing pages (linked to at the top) for the customers (employers and benefit providers).