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For a simple guest-versus-logged-in greeting, add a conditional to a classic theme template. If editors need to show or hide blocks—or tailor content by role, segment, or visitor behavior—consider a conditional-content plugin. In either case, a display rule changes what visitors see; it does not by itself protect private information.
Choose an approach based on the audience rule
| What you need | Good starting point | What to check |
|---|---|---|
| One simple variation for logged-in users and guests | A conditional in a classic theme template | Whether the site uses a classic theme, who can maintain the code, and whether content is merely varied or must be restricted. |
| Editors need to manage audience-specific blocks | A block visibility or content-variation plugin | Block-editor workflow, supported login or role conditions, fallback behavior, compatibility, and plan requirements. |
| Variations depend on behavior or visitor profiles | A personalization plugin with rules or segments | What visitor data is collected, how rules and fallback content work, and how caching and privacy are handled. |
The WordPress Theme Handbook describes using a conditional tag in a classic theme template to change displayed code. Plugin-directory listings advertise broader block-level and visitor-based targeting, but those listings are product descriptions, not independent tests. Choose a tool for the workflow and conditions you actually need.
Show different output to logged-in users and guests
In a classic theme, WordPress’s Conditional Tags handbook shows how to check whether a user is logged in and display different output. For example, place a check where the greeting belongs in a theme template:
<?php if ( is_user_logged_in() ) : ?>
<p>Welcome back.</p>
<?php else : ?>
<p>Welcome. Sign in to see your account.</p>
<?php endif; ?>This changes the template output according to login state. It is a small code-level option, not a complete membership feature or authorization check. Put the condition in an appropriate template location; the handbook cautions that conditional tags used before the main query has run may not have the expected data.
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Use roles only when roles represent the audience
WordPress roles group users by capabilities. The predefined roles are Administrator, Editor, Author, Contributor, Subscriber, and Super Admin; a site can also introduce custom roles and add or remove capabilities. See Roles and Capabilities.
A role can be a practical audience distinction—for example, showing a dashboard notice to an editorial role—but roles exist to organize permissions, not necessarily marketing segments. Target a role only when its membership reliably represents the group you intend to address. For sensitive operations, WordPress developer guidance recommends checking capabilities; see Users.
When to consider a block or personalization plugin
A plugin may suit a site where non-developers need to control variations in the editor, or where rules extend beyond login state. The following are capabilities advertised by the respective WordPress.org listings, not independently verified performance or compatibility claims:
- PersonalizeWP advertises block visibility, content variations, visitor profiles and segments, and conditions including user status, roles, behavior, device, location, and WooCommerce activity.
- If-So Dynamic Content advertises showing, hiding, or swapping content based on visitor data and user roles, with page-builder support.
- Conditional Blocks describes role-based targeting and other visibility features, with some advanced controls identified as Pro.
Before adopting one, confirm that the current version supports your editor and specific conditions, check which features require a paid plan, and review maintenance and compatibility information. Test the rule on your own site rather than assuming a listing guarantees how it will interact with your theme, membership setup, or caching.
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Keep personalization separate from access control
Hiding a block or swapping a message is not proof that the underlying information is private. If a page, file, account detail, or other content must be available only to authorized users, implement real authorization and verify it by testing access as an unauthorized visitor. Do not rely on a visual show-or-hide rule as the security boundary.
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Test the result on the live configuration
- Check the page as a guest and as each relevant logged-in role or segment.
- Confirm the intended variation appears and the fallback is sensible when a rule does not match.
- Test with the site’s cache and membership configuration enabled; do not assume a personalized result will be isolated correctly without checking.
- For rules based on behavior, location, device, or profiles, review what visitor data the plugin uses and how the site handles it.
- If content is sensitive, separately verify authorization rather than treating a successful hide/show test as proof of protection.
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