Website copywriting that is unclear is confusing your customers and costing you leads and sales every day.
The number one problem we see on the internet is a website that doesn’t communicate with its customers. Many of our clients came to us with a website that didn’t work. They invested thousands of dollars on a beautiful website that had all the bells and whistles. Initially, they were ecstatic. They gleefully pushed refresh on their new site over and over and couldn’t take their eyes off it. Unfortunately, their flashy new website didn’t increase sales.
Recently, we were asked, “How come my beautiful website didn’t improve performance?” The simple answer was that their website didn’t say the right words.
A well-designed website is more than a beautiful look. It’s about the words you use and the customer’s experience learning about your products and services. There are a lot of really bad looking websites that create a lot of sales because they tell the right story.
Step 1. Don’t Be The Hero
If your marketing makes your business the hero of the story, you are losing sales. Your site’s visitors have a problem that they are seeking the solution to. Your job is to guide them to the solution–your products. Your website should address the problem your customers have before they ask you a single question.
For example, in our marketing, we position ourselves to help customers who are stressed out, don’t have time, or don’t have the skills to do digital marketing. We say things like “Be confident in your digital marketing…” and “Stop stressing about your digital marketing…” because we want to address these concerns before a potential customer even talks to us–which allows us to build trust and authority.
There are many tactics and strategies you can use, but we have found a simple strategy of making the customer the hero and becoming the guide to work the best in digital marketing.
Step 2. Clarify Your Website Copywriting
Your website’s marketing message must be clear. You need to speak like a caveman. The simple fact is that if you confuse, you lose. Here’s what we mean–on a scale of 1-10, one being a clueless caveman and ten being an educated expert, most websites talk to their customers at a level of seven or eight.
”If we pay a lot of money to a design agency without first clarifying our message, we might as well be holding a bullhorn up to a monkey. The only thing a potential customer will hear is noise.”Donald Miller
Speaking like a caveman may seem arbitrary. Many business leaders are too close to their products and speak at a high level without knowing it. The more you simplify your marketing message on your website, the better chance you have of engaging with your customers. It’s always better to simplify and remove text on any web page.
Step 3. Write A One-Liner
On the top of your homepage, you should introduce your business to your customers with a concise one-liner. Too often, we see ambiguous headlines that say nothing. If people are on your website, they are looking to learn more about your products or services–so tell them clearly.
For us, we start with an aspirational identity, “Never stress about your digital marketing again.” Our one-liner desires to meet business leaders who are stressed about digital marketing. We follow-up our one-liner with a descriptive paragraph that says specifically what we do, “We attract attention to your business with web design, social media, email marketing, and content marketing.” That’s it.
In two short sentences, we tell our visitors that we remove their stress and offer four specific services.
Are You Confusing Your Customers?
Clarifying your messaging takes time, but it’s worth the investment. Because if you can’t clearly explain what problem you solve and why someone should do business with you, why do you think they will be able to?
Creating a complete and detailed digital marketing plan might seem overwhelming, it doesn’t have to be that way. Using our guide below, you can have a complete digital marketing plan that you can be confident in all in under an hour.
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