How to Get Your Message Across using The Words on Your Website
Should your website be getting more leads?
Most business owners work day and night trying to get new customers and scale the business…
They always tell me:
“I know what we offer is truly amazing”
“We’re different than any other people out there”
“Our customers love us. They all leave great reviews.”
But the NEW people just don’t get it – and the message clearly NOT getting across.
Yesterday, I was doing a website review for a new client who just joined our Website Results Amplifier.
This business got 532 organic traffic going to the website last month, but there were only 2-3 enquiries (which is a pretty poor conversion rate by the way).
Imagine 532 people walk into your shop and or 2 people ask you a question…
So what can we do about it?
Here’s something I found that works with almost all of my clients.
It might work for you. It might not.
But here’s what I found that works.
If you want to start?getting?the response you should be getting, you have to learn how to get your message across effectively.
What does that mean?
Have you ever tried to talk tell someone something important, and they nodded his/ her head and said “Okay” or “Sure“.
10 minutes later, you ask them: “What did I just say?”.
And they reply: “Did you say anything?”
That’s what we called Your Message Is Not Getting Across (or Your Spouse Is Ignoring You).
So what can you do?
To get your message across effectively, first – you need their full attention (we’ve covered that in our training)
Second, you need a crystal clear message.
Below are three levels of clarity that your website needs to achieve in order for you to get your message across.
Level 1 -?Clarity of what you do/ what you offer.
PROBLEM/ SYMPTOM:?People don’t understand what you do.
Most websites are written and designed in a way that only speaks to “insiders”.
To find out what they do, you’ll have to solve a few riddles first. (no kidding)
Let’s look at the messaging on this page:
Is it for wedding entertainment?
Or a wedding planner?
And it turns out it’s a wedding venue (I’m still not 100% sure).
How could someone make a booking or an enquiry if they are not sure what you do?
Make it clear that there’s no confusion or guesswork.
You never want people to “fill in the blank” with their own false information.
Clarity doesn’t just stop with the message, you need to carry it on with the design as well.
Look at the sub-headline.
It’s long and it’s almost invisible. It’s basically?telling us NOT to read it.
Level 2 – Clarity of your value proposition
PROBLEM/?SYMPTOM: People don’t understand WHY they should choose you rather than other competitions.
In other words, why should people choose you instead of the other choices?
Think about your ideal clients now.
What kind of other choices do they have apart from working with you?
- Your competitors
- Not taking actions (that’s a choice too)
- Hesitating or postponing to take actions
Apart from telling people clearly what you do, your message also needs to help people understand WHY they need to take actions now and WHY you are the best to help.
Take a quick look at their old website before they implement the Website Strategy:
- Lots of frictions for content consuming
- Value propositions aren’t clear
- Not user-friendly on mobile
You can have the greatest expertise or the best service in the world, but if people don’t know it…
It’s doesn’t matter.
Your job is to make sure your marketing spells out clarity so your ideal clients can understand.
So what’s the result after the makeover and a little help with paid ads?
She is fully booked out for a week.
Then later – she is booked out for the whole month.
A few questions for you to consider:
- How easy it is for people to understand your value proposition?
- Does your value proposition actually matter to THEM? (very important)
- Is your value proposition exclusive or it is just a commodity in your market?
Level 3 – Clarity of your messaging strategy
PROBLEM/SYMPTOM:?You don’t have a clear strategy to follow
As?clich? as this might sounds. You need a clear and simple strategy.
Without one, it’s like trying to drive to a new city in a foreign country without Google maps.
Do you know that constant sense of uncertainty?
- What message should you get across?
- How do you communicate through your pages?
- Is your messaging clear and strong enough?
These are all a part of your strategy.
There you go.
These are the three levels of clarity which I personally work with every one of my clients.
When your messaging reaches all three levels, not only does it amplify your conversion, you also create FAST results because messaging take only a little time to change.
Which level are you on?
0? 1? or even 2 to 3?
As business owners, we are always too close to our business.
You know, if you try to look at something too close, you basically just can’t see anything.
I talk to business owners regularly and they always ask me on the?strategy call:
“What is missing on our website?”
8 out of 10 times, they’re missing Clarity.
- People don’t understand what they do.
- People don’t understand WHY they should choose them rather than other competitions.
- And last, they – the business owners themselves don’t have a clear strategy to follow.
What’s the point of keep sending people to your website if it’s not converting at its best?
Click below and join the free training to fix it today.
– Will Chan