Case Study: Audience-targeted Content – Sitewide
Company: Carbs & Cals
Industry: Healthcare | carbsandcals.com | London, United Kingdom
Features Used: Audiences, Audeince Self-Selection
How Carbs & Cals used If-So
Carbs & Cals implemented an audience self-selection form in the main menu, allowing visitors to choose their primary interest at any time. Once selected, the website remembers that choice and dynamically adapts content throughout the site.
When ‘Type 1 Diabetes’ is selected, headlines focus on taking control of diabetes and counting carbohydrates. Product messaging highlights carb tracking and blood glucose management, and testimonials reflect diabetes-specific experiences.
The Challenge: A single website for six different audiences
Carbs & Cals is a health and nutrition platform that serves multiple audiences, including Type 1 diabetes, Type 2 diabetes, gestational diabetes, weight loss, healthy eating, and healthcare professionals. Each group has different goals and requires different terminology and benefit-driven messaging.
Presenting the same products and services to all audiences within a single website created a messaging gap. Each audience interprets the products differently, and the benefits must be framed in a way that aligns with their specific goals and terminology.
To create a more relevant experience, Carbs & Cals set out to guide each visitor toward content that reflects their primary interest, so that product messaging, positioning, and customer reviews all speak clearly and specifically to the selected audience.
Default view
When no specific intrest is selected, the default Healthy Eating experience is displayed, the messaging shifts to general nutrition guidance, balanced food choices, and broader lifestyle benefits.
The same pages, products, and structure remain in place – but headlines, benefit positioning, terminology, and customer testimonials dynamically shift to match the selected audience.
The result
Instead of maintaining multiple versions of their website, Carbs & Cals now operates a single dynamic site that communicates differently based on each visitor’s selected interest.
By presenting products in the most relevant context for each audience, the site immediately speaks to the visitor’s goals. This audience-specific experience increases engagement, encourages users to spend more time interacting with the content, and makes them more likely to download the app’s free trial or purchase a book.
Dynamic content enables Carbs & Cals to drive stronger user alignment from the first interaction through to product exploration and conversion.
