My Website Messaging Recipe
Just like baking, follow the steps in order.
Crafting the right messaging for your product website can feel like a big task, but it’s all about keeping things simple and speaking directly to your audience. Let’s break it down into four key steps to make your website's messaging resonate and stand out.
Step 1: Be Clear About What You Offer
Start with clarity. Your website should quickly answer your visitors’ question, "What do you offer?" It’s important that anyone landing on your site can immediately understand what you’re all about. Whether you’re selling a product, offering a service, or sharing information, make it super clear. No fancy jargon or beating around the bush—just plain, straightforward language that gets the point across.
Step 2: Show Why It Matters to Your Audience
Now, focus on relevance. Your messaging should clearly answer, "Why should this matter to me?" Think about who you’re talking to and what they care about. Your website should speak to their needs, desires, or problems they’re trying to solve. By making your messaging relevant, you help visitors see why they should pay attention and what they can gain from sticking around.
Step 3: Highlight the Value You Provide
The next step is all about value. Ask yourself, "What value do we bring to the table?" This is where you tell your visitors what they’ll get out of engaging with your site. Maybe it’s unique insights through your blog posts, the benefits of your product, or the outcomes of using your service. Whatever it is, your messaging should make the benefits crystal clear, showing that what you offer is not just nice to have but essential.
Step 4: Differentiate Yourself
Lastly, differentiate. Your messaging should make it obvious why visitors should choose you over the competition. Consider, "What makes us different?" This could be your unparalleled expertise, a unique approach to solving problems, or the special way you engage with your community. Highlighting these differences in your messaging helps visitors understand why your website—and what you offer—is the better choice.
In essence, crafting effective messaging for your website comes down to being clear about your offer, making it relevant to your audience, showcasing the value you provide, and differentiating yourself from the crowd. Keep your language simple, direct, and focused on your audience. This approach not only makes your website more engaging but also helps build a connection with your visitors, turning them from casual browsers into loyal customers or followers. Remember, the goal is to communicate not just what you do, but why it matters to them.
OK, let’s put all this in a small brief for our creatives to work on it. I’ve taken inspiration from the resolutions I'll probably break this year…
Just like baking, follow the steps in order:
🔍 Clarity: What is it?
🤔 Relevance: Why does it matter to me?
💎 Value: What do I get out of it?
🌟 Differentiation: Why choose this over that?