How do I create targeted messages based on website page visits?

Last updated: March 3, 2026

Context

When personalizing messages to website visitors, it's valuable to consider which specific pages they've visited. For example, visitors to your pricing page may need different messaging compared to those reading blog content. This article explains how to create targeted audiences based on page visits and use this for message personalization.

Answer

You can create specific audiences based on which pages visitors have viewed on your website, then use these audiences to deliver targeted messaging. Here's how:

  1. Navigate to the Audience Creation section

  2. Set up filters for website visitor tracking

  3. Select the specific pages you want to track (e.g., pricing page, blog posts, product pages)

  4. Create separate audience segments for different page visitors

  5. Use these audiences to customize your sequence messaging

Important Limitation: Website visitor tracking reveals company-level details only for anonymous visitors. To target individual visitors at the person level (for personalized messaging or alerts), visitors must be identified through form submissions, email interactions, or product login. Person-level audiences will not trigger on anonymous page visits.

Best Practices:

  • Create distinct messaging for different page types (pricing, blog, product features, etc.)

  • Tailor your sequence copy to match the content interests shown by the page visits

  • Set up separate audiences for each major page category you want to target

  • When building audiences for website visitors, decide whether you need company-level or person-level targeting – person-level requires identified visitors (via forms, email, or login)

Field Selection Strategy for Website Visitor Audiences

When creating audiences based on website visits, your choice of field types significantly impacts which visitors you'll capture:

Field Type Impact:

  • Unify company fields (e.g., "employee count") capture both existing CRM companies and new website visitors

  • CRM-specific fields (e.g., HubSpot's "number of employees") only capture companies already in your CRM

Implementation Guidance:

  • Use Unify company fields when you want to target new prospects visiting your website who meet specific criteria

  • Use CRM-specific fields when you only want to engage existing customers or known prospects

  • Consider your campaign goals: lead generation (use Unify fields) vs. customer retention (CRM fields may be appropriate)

This field selection strategy ensures your website visitor audiences capture the right companies based on your targeting objectives.