The current landscape of website messaging is poor. Businesses clutter most messaging with clever words that lack meaning and clarity.
In today’s issue, we are going to talk about what you can do to improve your website messaging.
The 3 points we will cover are:
- What most people get wrong
- How to incorporate the language of your customer
- Crafting an updated messaging strategy
Let’s get started!
❌ What most people get wrong
Assuming your visitor knows what you do.
I can’t tell you how many times I land on a website and have no idea what they do. Too many companies assume their visitors have prior knowledge of them. This isn’t usually the case.
Typically, your website is the first touch point your prospect has with you. Your website is time to make the best first impression possible.
You need to tell your visitor what you do. Don’t do this with clever words. Be as clear and direct as possible.
🤝 How to incorporate the language of your customer
When thinking about the messaging that goes on your website, you need to consider who is reading it.
The audience is the most important part when considering how you word the copy that goes on your website. Without this knowledge, you won’t know which language resonates with your audience.
See—once you understand what language hits home with your target audience, you have a priceless tool in your marketing.
Start by recording sales calls or looking through your notes from those calls. This is the exact language that you need to be using in your messaging. Your prospect is telling you EXACTLY what they are struggling with.
🏗️ Crafting an updated messaging strategy
Now you know what people are doing wrong and how to approach your messaging. Here are 5 powerful steps for getting started.
- Start by determining who your website is speaking to. Is it CEOs, managers, directors, or VPs? If you’re B2C, who is your ideal customer persona?
- Comb through past client calls. What are there pain points? What you find in here is gold. Use their exact language. The key here is that it’s phrases your customers use on a regular basis.
- Ensure clarity over clever. Show it to people who have never heard of your business. Ask them if they can tell what you do by looking at your hero section copy in 5 seconds. If they can’t—simplify it.
- Shorten it. Whatever you have for copy, make it even simpler. Most of the time there is too much copy on the website. Strip out everything that isn’t essential.
- Make sure you can skim your headings. Your website visitor won’t read all the text on your website. You should be able to read the headings by themselves and they should make sense.
- Choose to be clear over clever
- Target your messaging at a specific audience
- Your messaging should be easy and quick for your user to read