How do you balance website messaging with segment specific messaging when serving multiple segments?

There’s no one way of doing this, but in my opinion, your main website messaging should focus on your core value proposition that speaks to your general audience but with paths to specific segment messaging. For instance, most companies create a “solutions” section that contains dedicated landing pages for different audiences, and that usually works well!

I’ve also seen instances where you can split your homepage between two core audiences with a toggle button (for instance developers vs. business users).