Audience segmentation

Altairix serves three audiences that evaluate on completely different terms: corporate clients, early-stage founders considering an equity arrangement, and students applying to its co-op program. One hand-coded page was serving all three.

Corporate clients arrive assessing capability, stability, and fit. Founders need enough clarity on the equity model to know whether it's worth a conversation. Students weighing a career opportunity have different stakes altogether. Conflate any two journeys and all three suffer.

We built separate paths through a shared front door: one entry point that routes each visitor toward the content and signals that matter to them. Qualified corporate inquiries rose 32% in the first quarter after launch.

The founder path carried the hardest brief. Software-as-investment is a rare model, and uncommon propositions have a specific failure mode. In conventional language, the business looks like every other software vendor. Over-explained, it raises more questions than it answers.

So the founder path had a narrower job than closing: make the model legible, establish credibility quickly, and give the right prospect a way forward. The corporate offering sits in its own territory beside it, so the two never compete for the same attention.

Separating the audiences raised a question about the third one. The student program could have been siloed into its own narrative, something corporate visitors scroll past. That would have wasted one of the firm's strongest signals.

A company that consistently attracts top university talent, develops it seriously, and places it into senior roles across the industry is saying something about its standards. Framed that way, the co-op program reinforces the corporate proposition, so we built it into the picture of what kind of firm Altairix is. Student applications more than doubled in the year after launch.

A site serving three growing audiences doesn't stay finished. Altairix was scoped as a retainer from the start, and the architecture was built to absorb new capabilities, project highlights, and student cohorts without custom work each time. Time to ship an update is down 64%.

Over two years we've shipped 26 updates, including two full service expansions. Qualified lead volume is up 61%.