If you run a website, odds are you’re leaving money on the table by showing the same generic content to every visitor. People want to feel like you get them—even if they’re just browsing. If you’re tired of one-size-fits-all landing pages and want a practical way to boost conversions, this guide is for you. We’ll walk through using RightMessage to create dynamic content variations that actually make a difference. You’ll get the honest version—what works, what doesn’t, and how to avoid chasing your tail with endless tweaks.
Why bother with dynamic content?
Let’s get this out of the way: personalization isn’t magic. But done right, it does three things:
- Increases relevance: Visitors see messaging that actually fits their needs.
- Reduces friction: People find what they want faster.
- Boosts conversions: More signups, downloads, or sales, because you’re removing “meh” moments.
The catch? It’s easy to overcomplicate, burn hours fiddling, and end up with a Frankenstein’s monster of bloated scripts. The point here is to keep it simple and focused.
What is RightMessage, really?
RightMessage is a SaaS tool that makes it dead-simple to show different content to different people on your website—no need to call in a developer every time you want to tweak a headline. You set up rules (“if visitor is from my email list, show this CTA”), and RightMessage swaps in the right content, live on your site.
It plugs into most sites in a few minutes. You can personalize by:
- Traffic source (where someone came from)
- On-site behavior
- Email list tags (if you use popular email platforms)
- Custom questions you ask visitors
Unlike some “AI” tools, it doesn’t pretend to guess what people want. You control the logic.
Step 1: Get clear on what you should personalize (and what to ignore)
Before you get lost in segmentation spreadsheets, pause. Not everything needs a variation. Here’s what’s usually worth personalizing:
- Headlines: Quickest win. A headline that calls out “freelancers” vs. “agencies” will always beat a generic one.
- Calls to action: Tailor your CTA text or offer.
- Proof points: Swap testimonials or case studies to match the visitor type.
- Navigation: Point people to resources that fit their situation.
What’s not worth it (for most sites):
- Overly granular content swaps (e.g., changing a single sentence for every possible audience)
- Personalizing for low-traffic pages
- Tinkering with colors, fonts, or “welcome back, [first name]!” (No one cares.)
Pro tip: Start with your most valuable page (often your homepage or main landing page). Don’t try to personalize the whole site out of the gate.
Step 2: Install RightMessage on your site
You’ll need a RightMessage account (there’s a free trial, but this isn’t a sales pitch). The setup is straightforward:
- Add the RightMessage script:
- Log into your RightMessage dashboard.
- Copy the JavaScript snippet they give you.
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Paste it into your site’s
<head>—usually via your CMS, tag manager, or directly in your site’s code. -
Verify installation:
- Visit your site and check RightMessage’s dashboard to confirm it’s working.
- If you use caching or a CDN, clear it so the script loads everywhere.
Heads up: If you’re using a site builder (like Squarespace or Wix), you may need to find the “custom code” area in your settings. WordPress folks can use a plugin or add code to header.php.
Step 3: Map out your audience segments
Don’t overthink this—two or three core segments is enough to start. Ask yourself:
- Who visits my site? (Job titles, industries, new vs. returning, etc.)
- What do I want them to do? (Subscribe, book a call, buy, etc.)
- What makes their needs different from each other?
Common examples:
- Freelancers vs. Agencies
- Leads from Google Ads vs. Email List Subscribers
- First-time visitors vs. Returning users
Write these down. If you get stuck, look at your analytics or ask a few customers directly.
Step 4: Create your first content variation
Here’s where RightMessage shines. No coding. No waiting on devs.
- Open the RightMessage visual editor:
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You’ll see your site, live, overlaid with tools to pick any element to personalize.
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Select an element:
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Click on a headline, button, or testimonial you want to change.
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Create a variation:
- For each segment, type in the content you want them to see.
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Example:
- Default headline: “Grow your business faster.”
- For freelancers: “Get more freelance clients, faster.”
- For agencies: “Scale your agency with less hassle.”
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Set up the rules:
- Define who sees each version.
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You can use:
- Referral source (e.g., visitors from a partner’s newsletter)
- Email tags (integrate with your email platform)
- On-site survey answers (RightMessage can ask visitors questions)
- UTM parameters (for ad campaigns)
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Preview and save:
- Test your variations using preview tools.
- Make sure nothing breaks on mobile (RightMessage is pretty good here, but always check).
Pro tip: Keep your variations short and punchy. Don’t rewrite the whole page for each segment.
Step 5: Test (without getting sucked into “optimization theater”)
Once your variations are live, RightMessage can show you basic stats—how many people saw each version, clicked, or converted.
- Watch for meaningful differences. If a segment converts twice as well with a new headline, great. If the change is tiny, don’t sweat it.
- Ignore micro-optimization. You don’t need to run endless A/B tests unless you have lots of traffic. Focus on big, obvious wins.
Step 6: Integrate with your email platform (optional, but powerful)
If you use tools like ConvertKit, ActiveCampaign, or Mailchimp, RightMessage lets you target visitors based on their email list tags or behavior. This is where things get interesting:
- Show different offers to subscribers vs. non-subscribers
- Upsell paid products to buyers only
- Pre-fill forms with known info
To set this up:
- Connect your email platform in RightMessage’s dashboard.
- Map your segments to tags or lists.
- Use these tags to show the right content or hide irrelevant offers.
This takes five minutes but can feel like magic if you’ve ever tried to code this stuff by hand.
Reality check: If you’re not sending lots of email or your list is tiny, this can wait. Don’t overcomplicate.
Step 7: Go live, watch results, and resist the urge to tinker
Once your content swaps are up and running:
- Let them run for at least a week (or longer, if you have low traffic).
- Check conversion rates, but don’t obsess over every blip.
- Ask actual users for feedback—sometimes the biggest wins come from things analytics can’t show.
If something’s flopping, roll it back and try a simpler variation. If you see a jump in conversions, congrats—leave it alone and move on.
What works, what doesn’t, and what’s not worth your time
What works:
- Clear, specific headlines for each segment
- Swapping in social proof that matches the visitor’s situation
- Tailored CTAs (don’t ask a subscriber to “subscribe” again)
What doesn’t:
- Trying to personalize for a dozen micro-segments. You’ll go nuts and see diminishing returns.
- Getting fancy with animations or “dynamic” elements that distract from your main goal.
- Relying only on third-party data (“interest-based” personalization is often a guessing game and mostly hype)
Ignore:
- The urge to personalize every pixel or word. More isn’t always better.
- Chasing trends like “AI-powered everything.” RightMessage is straightforward—use it for obvious wins, not magic tricks.
Keep it simple, iterate, and don’t chase perfection
Dynamic content is powerful, but it’s easy to overdo. Start with one or two important variations, see what moves the needle, and build from there. Most of the benefit comes from nailing the basics—clear messaging, targeted CTAs, and relevance. You can always add more later. Get your first version live, watch what happens, and tweak only when the data (or your gut) tells you it’s worth it.
The best personalization is the kind that helps your visitors, not just your metrics. Keep it useful, keep it human, and don’t let the tech get in the way.