Personalize for middle of the funnel

Use personalization to get your visitors from the consideration stage to the decision stage.

When do you need this?

You managed to get your visitors further down the funnel to the consideration stage. Now we need to ensure that they don’t just stop there. What you share in the mid-funnel can make or break a sale. Let’s see how you can encourage your leads to move further down the buyer’s journey with personalization.


How you define a lead at the middle of the funnel (MOFU) will depend on your particular business however there might be a couple overarching conditions. If they are a returning visitor, if they have been identified with an email address whether that was to sign up for your newsletter or to book a demo, these are all telling signs that they are in the consideration stage. That already gives you a good starting point but you could make your audiences even more powerful by enriching these identified visitors and tapping into firmographic personalization.

What to personalize?

At this stage it is now time for more in-depth information. Not about who you are but if the customer goes with your solution will it be easy, affordable, scalable, etc. Think of the questions you get the most (FAQs) and make sure that your unique selling points (USPs) are highlighted.

Convincing headlines

A visitor at this stage is already relatively familiar with your product so instead of using an introductory headline you can go for something more specific and convincing to attract their attention. If your company stands out from competitors for its high service level, highlight that in your headline. If you’ve been mentioned in a Gartner report or received publicity via industry blogs, showcase that!

For example:

  • Easy to implement, quick with gains. Find out why Billable is for you.
  • Over 12k+ customers with increased profits around the world
  • The billing software that scales as your profits and team grows

The right CTA for each audience

For a visitor at this stage of the journey you can try out different CTAs to establish their average commitment level. They have already engaged with your content a bit, so what can be a natural next step for them? You can try something like “Download Case Study”, “Book a Demo” or something that’s more specific to your business.

Let’s say you are an insurance company, you could then have a “Request Quote” CTA which will likely move your visitors further down the funnel while giving you a chance to follow up later with a personalized email as well.

Firmographic: the magic ingredient

To make this experience more effective, you can tap into firmographic personalization. It’s easier to convince a customer if you know their specific needs and struggles. What problem can you help them solve? Adjust your headlines to match their industry, whether it be travel or finance, and speak their language.

Change the logos on your homepage to match their industry or the customer quotes to match their role, when possible. If you have special statistics you could share, go ahead. For example: “Travel companies get %20 more bookings with Billable!” or “Finance companies see 2x the ROI with Billable!” You can also recommend case studies that you know will be of interest to them personally.


Since the original headline is a punchy one, Billable has chosen to not change this but adjust the subhead to something with more detail, highlighting its scalability. They are also making use of social proof both by mentioning their +2k customers around the world as well as with the addition of a block with impressive logos.

The book a demo button has also been changed to request a quote which would allow Billable to learn more about this lead and thus also be able to personalize the rest of their journey and communication further.

Billable has also created some firmographic personalizations for when a lead has been identified either with a company name or industry. The example below is for a lead from the travel industry and so the headline has been slightly adjusted and some of the logos have been swapped for companies from the same industry such as Nomad Travel and GuruTrips, to show the relevant expertise of Billable.

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The original homepage of Billable

See it on your website

Do you want to see what this will look like on your website? Book a demo by picking a time slot below.