Systems and methods are described for creating and using a persuasive web site usable in electronic business applications. The invention includes defining a plurality of personae of prospective customers anticipated to access a web site, creating a plurality of web pages as a function of the defined personae, creating a plurality of paths connecting the web pages as a function of the defined personae, storing the plurality of web pages and data regarding the plurality of paths, and providing access to the plurality of web pages to prospective customers according to the plurality of paths as a function of a persona of each prospective customer.
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