Personas & Dynamic CTAs on Sites

Personas let your site adapt its call-to-action based on visitor context — without rebuilding pages.

What is a persona?

A persona is a rule that says: "When visitor matches X, show CTA Y."

Example personas:

• Enterprise — pages matching /enterprise/* → CTA: "Book a demo"
• Self-serve — pages matching /pricing → CTA: "Start free trial"
• Returning customer — pages matching /account/* → CTA: "Open dashboard"

Setting them up

1. Sites → [your site] → Personas
2. Click New Persona
3. Define:
   • Page patterns (glob: /blog/*, /pricing, /*)
   • Keywords that must match search query or page content
   • CTA label, URL, and message
4. Set priority — higher priority wins when multiple personas match

Where personas show up

• Search Rep — the CTA appears alongside search results
• FAQ Rep — surfaces in the answer panel
• Lead form Rep — customizes the submit button

Best practices

• Start with 2–3 personas (do not over-segment)
• Use the catch-all /* pattern as your default
• A/B test CTA copy by toggling personas on and off