What your website visitors care about most
Most of your website visitors are trying to solve a problem, so make your messaging customer centric
Prospective customers aren't coming to your website to read about your incredible history, awards, and accolades. Those are great and sure, mention them on your website, but prospective customers mostly care about how you can help them solve their problem. If the awards and accolades help communicate that, fine. But the truth is, prospective clients are coming to your website to see and research if you can solve their problem. They are thinking about themselves, their company, their issue and how you might be able to help them. If they come to your website and just hear about how great you are and don't see how you can help them, you just lost a prospective new client. They have a need, an issue, a problem, and/or maybe even a crisis, and they need someone to solve it. They're asking, "Is this company the one that can help me?" That's why your messaging must be clear, compelling, short and to the point. You have about 15-20 seconds before they are bouncing off of your website and you need a quick soundbite that's going to get their attention and show them that you're the company that can help them solve their issue. It could be pet grooming, orthodontics, banking, clothing, but the reason your visitor is on your website is because they have a need and want to know if you can solve it.
That's why before you even build your new website, we recommend our 7 part branding process to help you clarify your messaging, establishing your company voice, and identity, and then launch your new website and marketing campaigns.
Our 7 part marketing framework to developing your messaging around your target audience includes:
- Branding
Who are you as a company and how we can differentiate you in the marketplace.
- Buyer Personas
Who are you trying to reach and what does your audience need/care about.
- Market Analysis
Who are your competitors and how to position your offering
- Messaging Strategy
What is your message and will it resonate?
- Company voice and tone
How will your target customer best receive your message, how and where will you communicate it?
- Visual Identity
What are your current colors, logo, and identity communicating and is it consistent across the board?
- Brand/Rebrand Analysis
Do you need a rebrand, new logo, colors, tag line?




