As a web designer and consultant in Franklin, TN, I've seen businesses struggle to articulate their message in an impactful way. Your website acts as your digital storefront - it needs to instantly communicate who you are, what you do, and why it matters.
Crafting your narrative requires empathy, strategic thinking, and understanding your ideal customer at a deep level. In this post, I'll share ways to develop messaging that attracts your perfect clients.
Many businesses fall into the trap of talking about themselves - their features, their awards, their 30 years of experience. But your customer doesn't care about you; they care about how you can solve their problems.
Shift your perspective. Walk in your customers' shoes. What frustrates them? What gets them excited? Why do they need your product or service?
For example, a catering business could focus on:
- Helping couples create their dream wedding
- Making corporate events memorable for attendees
- Taking the stress out of party planning
Placing customers at the heart of your messaging helps you connect emotionally and speak directly to their needs.
Communicating technical topics in a simple way is an art. Analogies, metaphors, and examples are powerful tools to explain complex ideas and make them relatable.
For instance, I often compare website templates to premade floorplans when you buy a house. It provides a framework so you don't have to build from scratch. You can paint the walls, rearrange the furniture, and make it your own. But the basic layout does a lot of the hard work for you.
Other examples:
- Explaining web hosting costs using analogies like buying land or renting an apartment
- Comparing SEO to planting seeds that take time to sprout and grow
Thoughtful examples help simplify dense topics into "aha" moments for readers.
Understanding your reader's level of knowledge is key. Some topics warrant a high-level overview, while others require more tactical details. Outlining the context before diving into specifics is an effective way to structure your content.
For example, when discussing website security for beginners, give a broad overview first:
- Explain common threats like hacking, malware, data breaches
- Provide reassuring context - security may seem intimidating but small steps make a big impact
- Then get tactical - discuss HTTPS, firewalls, backups, antivirus software
But an advanced post could jump right into specifics like SSL certificate types or server hardening techniques.
Knowing when to go broad or granular keeps readers engaged andEmpathy, strategic thinking, and understanding your ideal customer at a deep level. In this post, I'll share ways to develop messaging that attracts your perfect clients.
Nothing resonates like a good story. Using concrete examples brings your content to life and makes it memorable. Pull from your own experiences working with clients to illustrate larger lessons.
For example, telling the story of a client whose old website was losing business, then seeing sales increase after a redesign. Break down exactly what changed, the step-by-step process, and end results.
Case studies make advice tangible and aid comprehension.
Sharing your own failures and lessons learned makes you more relatable. It shows readers that setbacks happen, but you can recover and improve.
For instance, tell a story about a website migration gone wrong, technical reasons why it failed, and how you updated your processes to prevent that in the future.
Discussing partnerships on client projects - designers, copywriters, developers, agencies - highlights that amazing work often happens in teams. This builds trust by being generous and showing you don't take full credit.
For example, explain how collaborating with a copywriter elevated a certain website's content and made the difference for that client.
Respect your readers' intelligence, but also recognize areas of unfamiliarity that need explanation. Meet them wherever they are.
For example, explain the purpose and benefits of A/B testing in simple terms first. But also dive into specific tools, statistics, sample sizes, etc. Balance simplicity with depth.
Structure your content to take readers on a logical journey. Build understanding step-by-step. End with a clear destination in mind.
For example, when discussing SEO:
It's perfectly fine to let your own voice and style shine through in your writing. Don't hide behind jargon and stiff language. Be relatable and conversational.
For example, use casual asides like "Here's the deal", "Now hang on a minute", "This was a total game-changer". Or reference real-world experiences readers can relate to - the joy of an ice cream truck visiting the office, spilling coffee right before a big meeting.
A human voice makes your writing engaging and builds a relationship.
While you want to connect authentically, also maintain a baseline of professionalism in your tone. Know when being super casual undermines perceptions of your expertise.
For instance, overusing slang or niche cultural references may connect with some readers but isolate others. Find a happy medium between formal and casual.
Back up key points with supporting data for added credibility. But be selective with research - only cite sources directly relevant to your discussion.
For example, when emphasizing the business impact of fast web page load speeds, reference a concrete statistic like "a 1-second delay in load time can cause a 7% drop in conversions".
Statistics mixed in naturally give your opinions and advice more authority.
To allow readers to dive deeper, link directly to referenced research sources. But don't go overboard with links - include them only when highly relevant to a specific point.
For instance, when stating that statistic about page speed and conversions, link directly to the original research report.
While you want to firmly state expertise, avoid being overly rigid or prescriptive. Overconfidence alienates readers. Softening claims allows room for discussion.
For example, say "X is often a smart approach, but it may not fit every situation" rather than "you must absolutely do X".
Reads will appreciate advice and recommendations, without demanding absolutes.
Engaging readers with thoughtful questions causes self-reflection and draws them into a dialogue.
For instance, ask "How could you adapt your website content to better speak to X target audience?" rather than simply telling them to do so.
This pulls readers into a mental conversation, keeping them engaged.
Round out your piece with concise summary reminding readers of your core points. Recapping the main takeaways drives them home.
For example, close with:
"In this article we covered how to craft website messaging that truly resonates by:
- Putting yourself in your customers' shoes
- Using analogies and examples to simplify complex topics
- Adjusting breadth and depth based on audience knowledge
- Sharing case studies and concrete stories
- Finding the right tone and personality
Master these elements to communicate purpose and value on your website."
A thoughtful conclusion provides a satisfying sense of completion for readers while emphasizing your central message.
Crafting compelling web content is an art and a science. With empathy, savvy strategy, and commitment to continuous improvement, you can learn to tell your story in a way that attracts and converts your ideal customers. The effort is well worth it.
Copyright © Zach Sean Web Design
