You have probably visited a company’s website and never completely understand what the business offered or what they were selling. A company can spend a significant amount of time developing a well-designed website or writing tons of content, but you may not understand what it is they do. Far too often, the company has overlooked a crucial component – the message that they need to communicate.
Improving your company’s messaging can make all the difference between getting leads for your business or scaring off visitors. It takes time for a business to develop content, however, it is not effective if it neglects to clearly showcase what you’re offering. Communicating what you do and what separates you from your competitors is something that you must get right from the get-go to attract new business, or it may cost you potential revenue.
Your website must solve a problem and create value for potential clients. You have a short window of time to convince visitors to your site that the service or product you offer is what they are looking for or need. If the audience can’t understand your message or understand the website content, they will leave in matter of seconds and move on to another business.
Communicating your company’s message isn’t always easy. Most business owners make the mistake of believing that visitors to their site view the business the same way they do. Remember that visitors don’t know your business inside-and-out, and you need to showcase what you do in the clearest way possible.
There are three relevant questions to ask about your website’s messaging, which include:
1. What Is Your Business About?
It’s important to communicate the value your business creates for your market. Although this may sound obvious, sometimes this is overlooked. You need to think about how you would pitch your business to a total stranger in an elevator. When you meet someone for the first time and describe your business, do you use similar words as your company’s home page? It may be wise to ask people who are not familiar with your business to read your homepage and then ask them to explain what your business is about.
While it may not be easy to describe your business in a brief elevator pitch, you can ask this question to narrow down the focus of your business content and to help visitors see the value your business creates.
2. What Makes Your Business Different from Your Competitors?
Working in a competitive world brings challenges. Regardless of how unique or unusual our product or service is, there may already a similar product or service that is offered elsewhere. If you are unable to communicate on your website how your business is different from your competitors, potential clientele may assume your business offers nothing different and lose interest. You need to highlight the strengths of your services or products on your website homepage and make it stand out.
It is also important to refresh content on a regular basis. Adding new content that includes the latest information about your company and your brand is important attracting more customers and drawing in more business. Remember that the content on your site is also a reflection of your brand and its principles.
3. Have You Set the Right Expectations?
Not only should the message on your website communicate the value the business creates and what makes you stand out, messaging also plays a crucial role in establishing credibility for your business and turning visitors into clients.
Some websites lure visitors with clever messaging, but they fail to deliver on their promises. Your message must set the right expectations and convince potential clients that you will deliver the products and services as stated on your business site.
By effectively communicating what your business offers, how you differ from the competition, and setting and delivering on expectations, you can demonstrate your company’s value to visitors and boost business based upon the message and content listed on your website.
The more content you have, the better the website, but don’t forget that the focus is on quality above quantity. Your business content and messaging can only be useful if your audience finds the information on your web site insightful and valuable in the long run.