New visitors and existing customers often share many of the same questions, viewed from slightly different angles. An Information Center can support both groups without needing separate sites, as long as you keep structure and signals clear.

Label content by audience without splitting the library

• Use headings and intros to say who an article is most helpful for.
• Group some guides under getting started themes for new visitors.
• Create deeper usage and optimization content for existing customers.

Search visitors can still discover all of this content naturally.

Provide clear next steps for each audience

• For new visitors, point to service pages and light inquiry forms.
• For current customers, point to help centers, account teams, or advanced resources.
• Use internal links to move people from general education into more specific paths.

Handled this way, the same Information Center becomes a shared reference for your entire audience, increasing its value for both organic search and ongoing relationships.