Challenge: Systems Accountants serves two fundamentally different audiences—job candidates and hiring clients—but was trying to convert both through a single homepage. This created conflicting messaging, diluted relevance, and limited performance across both funnels.

Solution: Implemented behavioural audience segmentation and homepage personalisation to dynamically present different homepage experiences based on user intent.

Impact: Significant uplift in engagement and applications by aligning messaging, CTAs, and content with each audience’s needs.

Systems Accountants is a specialist recruitment firm focused on finance systems, ERP, and transformation roles. Their website plays a dual role: attracting high-quality candidates while also convincing employers to engage them as a recruitment partner.

Both audiences arrive with very different motivations, questions, and conversion paths—yet were previously met with the same homepage experience.

Recruitment websites face a structural problem:

• Candidates want roles, salary information, and fast application flows.
  
• Clients want credibility, expertise, and proof of delivery.
  

For Systems Accountants, serving both audiences on a single static homepage led to compromises:

• Messaging was too generic to strongly resonate with either group
  
• CTAs competed with each other
  
• Engagement dropped as users struggled to find relevant next steps
  

This resulted in lost opportunities on both sides of the marketplace.

Using Incendium, Systems Accountants implemented behavioural audience segmentation to infer visitor intent based on signals such as traffic source, on-site behaviour, and entry paths.

From there, we deployed dynamic homepage personalisation, presenting:

• A candidate-focused homepage experience for job seekers
  
• A client-focused homepage experience for employers
  

Each version featured tailored messaging, content hierarchy, and calls to action aligned to the visitor’s intent. A/B testing was used to continuously refine layouts and messaging for both audiences.