When building a multi-sided marketplace, consider that each persona in the marketplace has different needs.

Sometimes those differences are subtle, and sometimes they are dramatic. But in either case, the differences matter.

With this in mind, try to avoid making the home page a mishmash of different messages for all your personas. Instead, you typically need a landing page (along with value props, case studies, pricing, onboarding flows, etc) for each persona.

Typically (but not always) the primary home page should be focused on the demand side of the marketplace. This serves not only to tell the story to buyers but also helps potential supply-side partners to understand how they will be positioned if they join your marketplace.

A row towards the bottom of each persona-specific page can make a callout to the other personas and guide them to the right page.