In today’s crowded benefits landscape, every buyer wants to see you understand them from the moment they enter your website.
That’s the way Ray Goforth, SVP of Marketing at Take Command, sees it. “Generic messaging in our digital presence will turn buyers off; it has to be about meeting each stakeholder where they are right now.”
Ray’s approach starts from a simple principle: when buyers can immediately see how your solution fits their world — their role, their industry, their needs — they’re more likely to lean in and explore.
That mindset shapes how Take Command builds its entire website and digital experience for CFOs, HR leaders, for large and small businesses across healthcare, nonprofit, and manufacturing sectors.
Ray outlines four ways her team brings that personalization to life:
One-Click Experience
Take Command’s website is built for speed and relevance. Under the “Solutions” section, visitors can reach their destination in a single click, by role, industry, or use case.
Whether you’re a CFO, HR professional, or small business owner, or you work in hotels, restaurants, nonprofits, or retail, every path leads to content that feels designed just for you. That one-click design eliminates friction and gets buyers straight to what matters most: how Take Command solves their problem.
Key Use Case and Buyer Role Pages
Each use case page connects directly to the buyer’s journey, whether they’re new to benefits, switching from group insurance, or designing for enterprise.
For first-timers, there’s a checklist to simplify decision-making. For those leaving group plans, it shows how an HRA solution can better serve employees and control costs. And for enterprise buyers, it outlines how Take Command builds scalable solutions around their organizational goals.
Every role also comes with a set of different motivations. CFOs focus on cost control and managing rising healthcare expenses. HR professionals look to improve employee choice while delivering measurable savings to the C-suite. Small business owners want a simple, modern way to close the benefits gap. Role-specific webpages speak their language, making value immediate and actionable.
Content for Discoverability / GEO
As Take Command refines its digital strategy, the team is also investing in content designed for discoverability through Google’s AI Overviews and search experiences. These top-of-funnel educational pieces live on the site, serving a distinct purpose: to help new audiences discover Take Command by addressing broad questions about HRAs, benefits modernization, and cost-saving strategies. While website traffic is now treated as mid- to bottom-funnel engagement, this discoverability content builds awareness and authority with first-time visitors who are still defining their needs. The goal is to ensure Take Command shows up where intent begins, not just where buyers are ready to convert.
Content Alignment: How to Execute
Personalization doesn’t stop with the website. Ray’s team reinforces it through thought leadership, publishing research, case studies, and white papers that speak to each buyer’s needs and their pain points. They host webinars, roundtables, and executive briefings tailored by role, and encourage Take Command’s leaders to share expertise at industry events
Take Command features Case Studies organized by use cases and ideal buyer segments — those unsubscribing from group insurance, those getting started with a one-stop platform, and those transitioning from competitors. The content strategy is all about showing, not telling, and personalizing the promise to each buyer.
In conclusion, Ray believes personalization is about clarity, not complexity. By connecting each visitor to the information they care about most, with one click, relevant messaging, and content-based education, Take Command turns digital engagement into meaningful conversions that drive business outcomes.