At a glance, what do you offer?
Your website is your first contact with someone looking for what you offer. If you have been smart enough to turn up in a search, can your visitor see--at a glance--who you are and what you offer? More important … why they should care?
Audiences want to know immediately "what's in it for me?"
Many websites are boastful
They proudly proclaim on their homepage “we’re committed to your success” or “we’re passionate about customer service.” But do the headlines or quickly-scanned subheads tell the visitor what's offered and how the visitor can benefit? Do the pictures tell a story or show examples?
People don't care about what you do, they care about the outcome, what they get.
Many websites are confusing
Reading the introduction is a complex muddle of buzzwords and incoherent language. You’ve seen it--big words and vague descriptions that (the website owners think) sound good, but don't tell you anything. (Read about how the Flesch Reading Ease score can improve your writing.)
People don't read, they scan. Get to the point in simple language.
If someone lands on your home page …
They should easily see and read (in 15 seconds)
-
A frank, direct message that clearly states “you’ll get this because we do that”
-
Enough information for a visitor to think “I want that” and look further
-
Simple visuals that tell a story or quickly show context and ideas that support the key messages
- Messages and images that help visitors easily see how to look further and learn more
Your key messages communicate your positioning, from the reader’s viewpoint. After all, your goal is to engage each visitor and lead them beyond the home page. Without that message, your website is headless, brainless.
Message and positioning are the brains
Your message and positioning must guide the content, offers and calls to action on every page of your site. Messages guide the choice of your keywords and meta descriptions (needed for good SEO). They reinforce your purpose--from your audiences' point of view.
Those key messages are not a list of services or products, or your history, or how you make what you offer. They're usually the context, the purpose behind what you do. (See "Start with Why" with Simon Sinek.)
When it's time to rebuild, begin with the message, not the programming
Many people who know they need to rebuild their website (Google is cracking down NEXT WEEK on websites that aren't mobile friendly) begin by getting bids from website programmers. And often, the cheapest bid wins. But is that going to be effective in the long run? Likely not.
Your website is your marketing strategy, don't go headless. Begin first with positioning and messaging. Define the content based on what your audiences are looking for and how they buy. Plan the navigation and flow to match your positioning and audience expectations, not just show off your stuff.
You'll be more effective. You'll reach more people. And you'll tell them what they want to know so they'll respond.
To explore your positioning further, the foundation for good messaging and an effective website, download our updated positioning guidelines.