Ultimately, business owners all want the same thing from their website: They want an online hub that not only generates traffic and creates leads, but also boosts their conversion rates. Simply put, a good website should ultimately result in more customers and more sales.
While there are a number of tips, strategies, and suggestions that might boost conversion rates, there’s really no substitute for clear messaging. Keep in mind that your website visitors are subjected to hundreds of marketing messages every single day, some of which don’t even register at a conscious level. The single best way to cut through the noise and make an impression is to be clear and precise about what you offer and which problem you can solve.
What is Clear Messaging?
To understand what we’re talking about when we talk about clear messaging, it’s important to go back to the fundamentals. Specifically, why are people visiting your business website? Most of the time, it’s because they have some kind of problem, and they hope you have the solution. If you own a plumbing company, the consumer’s problem may be leaky pipes, clogged drains, or high water bills. If you’re a dentist, the problem might be tooth pain, or simply a desire to improve oral hygiene. You get the idea.
When a consumer visits your website, with their personal problem top-of-mind, it’s critical that your website immediately conveys value: Yes! We can solve your problem! We have the solution! Trust us! That’s essentially what we mean when we talk about clear messaging. Don’t overcomplicate things. Don’t beat around the bush. Simply acknowledge that you understand the customer’s problem, that you sympathize, and that you can help. There’s no better way to turn your website into a conversion generator.
How to Clarify Your Messaging
With all of that said, what are some simple, practical ways to improve the messaging of your website?
- First and foremost, pay attention to what’s “above the fold.” This refers to the top part of your website; the section that can be seen without the need to scroll. This is essential online real estate and should always convey a clear message about who you are and how you can solve problems for your customers.
- Be sure that any tagline or mission statement included on your website conveys specific value. We see far too many taglines that are vague and unpersuasive. For example, imagine seeing this tagline somewhere: “We’re here to make your team better.” This doesn’t tell you anything about what the business does or which problems they can solve.
- Remember that your marketing message is ultimately less about you, and more about the customer. So, talking about your years of experience or your high-tech equipment is fine, but only if you’re drawing a straight line between those things and the benefit you offer the end user.
- Your website content should focus on benefits to the end user, but don’t forget to place clear, clean, and simple calls to action throughout your content. Don’t overburden your visitors with too many options. Invite them to take one next step, whether that’s buying a product, making an appointment, or scheduling a consultation.
Does Your Website Generate Conversions?
Ultimately, there are many factors that contribute to messaging clarity: Your copywriting, your website design, even your use of logos and graphics. To ensure a website that communicates clearly and generates a high level of conversions, we recommend working with a skilled marketing team.
That’s where Woland Web comes in. We’d love to talk with you about our approach to designing clear, simple, and effective websites. Reach out to schedule a consultation call today.
