We are segmenting audiences in terms of importance of the industry guidance page for getting their job done plus engagement and frequency of use.

Our core user is the county and city official because they

• Visit industry page multiple times a week
• Refer others to the state website
• Use page in detail
• Content is key to the execution of their job
• Information and content is copied and cascaded to county websites

Our secondary audience is the business owner. They

• Visit industry page when moving to new tier or after the governor's briefing
• Not fully motivated to open the PDF
• Get most of the information from the accordions
• Get advice from county officials and business alliances on specifics when definitions such as ”with modifications” are unclear or state and county roles are conflicting.