I've recently been working with a client who really likes to hide all content that a prospective customer might not be interested in. The reasoning is that they'd like to "avoid confusing the user" or "showing them things that don't make sense in their context."
For example: XYZ company offers services to Individuals, Small Business, and Enterprise Orgs. Said company wants to hide/show/adjust page content based on which context the user represents.
To accomplish this, the company proposes one of two solutions:
Option 1: Have "toggle buttons" at the top. When the user clicks "Small Business" at the top, it hides/shows/rewords content throughout the page, but leaves much of the content the same (or very close).
Option 2: Have links at the top that point to a dedicated page for each context. Each of the destination pages are mostly the same, but contain subtle adjustments here and there (hide/show/reword).
Personally, I don't like either option. I think the user will be very unclear as to what content is different or the same between the different contexts, since at a glance they appear nearly the same. I'd prefer the client rework this into either (a) a static page that shows everything, and the user can decide what they don't care about, or (b) there are individual pages for each, but they don't share any content and appear very distinct from each other.
But at the end of the day, I'm just wondering if it is common practice for marketing teams to want to hide/show content on each page for various user contexts? Or is there another solution (such as the ones I mentioned) that is more preferred by many?