Different communication is required based on website visitor intent.The intent of the website visitor is different from person to person.
What customer is looking for or intrested in?
Visitor landing on the website because, they are interested / eager in your product / service. The website should clearly communicate the value of the product / service delivered. Communication must be more of providing solution, it should be like a sales pitch. Giving right information about the solution will increase the eagarness of the visitor to engage further. It is very essential to have sections in the website that communicate with the prospects
How much eager the customer is willing to buy?
If a prospects already tested your product / services & build positive perception, then it is very essential to educate them about the different flavors of the product / service delivered. Thats where the product segementation, pricing strategy & customer support place a very vital role. If a brand has balanced product line, right price & good customer support then, the conversions become natural
How to add value (Cross sell) existing customers?
It is very essential to communicate with the exisiting customer to fulfill there needs. Moreover, it is essential to communicate values about the relevant product that you deliver that interest them. It is very easy to persuade the existing customer, because, you know their intent.