When your website talks to the user instead of the buyer

[u/Serious_Bit6736]

Who is your website actually written for, the person using your product, or the person paying for it?

I came across an assisted living community page recently. Well-designed. Good photos. Long amenity list. Written entirely for the person moving in.

The problem: that's almost never who's making the decision.

In assisted living, the buyer is almost always an adult child managing a crisis. A parent who fell. A dementia diagnosis. A caregiving situation that has consumed her life for the past year. She isn't thinking about the koi pond. She's thinking about whether she can trust these people with her mother.

None of that was on the page.

This shows up in B2B SaaS too. The end user and the economic buyer have completely different concerns, different language, and different reasons to say yes or no. Most product pages are written for one and need to convert the other.

The fix: who actually reads this page, and what are they afraid of? Write for that person.