Image credit: ‘Meticulous’ collection, Death to the Stock Photo
How to communicate your brand messages clearly on your website
Websites are still very relevant and can be extremely powerful tools in growing your business. Follow these steps – which are simple but not always easy – to ensure that once people click on your website, it will do what it’s meant to do.
1. Have only 3 key messages.
I know you want people to know every great thing about your business, but at most people will remember only three. So, if you could only tell them three things, what would they be?
Make sure these are non-negotiables to communicate across your website.
2. Who are you talking to:
Brand messages only work if they are directed at the people that care about them. So be specific about whom you are talking to and what you are telling them – don’t try to cater to everyone. There really is power in differentiation and having a niche!
If you have more than one target market, still try to narrow each down, and then create different sections on your website (or different websites) to cater to each.
3. What’s in it for them?
People really don’t care about what you care about. No-one will keep your business top of mind each day except for you. Once you get this reality check, it’s easy to see how you can focus on what your customer cares about.
For every page of your website, think: Why would they care? Why would they spend time reading this? What’s in it for them?
4. Both the written and the visual communicate your brand.
Your word content, language, tone and grammatical clarity are extremely important. But psychologically, people get more information from what they see than from what they read or hear. And they will only read if they like what they see!
Get your visuals right to set the scene for your brand messages: your website and graphic design elements, the font, the spacing, the photography and the video. These should be fresh and up-to-date, inspiring, professional, and above all, they should clearly get your message across.
5. Don’t let anything get in the way.
Before thinking about communicating your 3 key brand messages, at a base level, any business should be communicating that they are professional and care about their work. So you should first make sure your website says this, in order for people to then hear the brand messages particular to your business.
For example, if you are a business coach with a less than professional-looking website, people will believe you are not that successful or professional when they visit it… and then why on earth would they book you as their business coach?
Is anything getting in the way of great communication? Is your website design so out-dated people will assume the information has gone stale? Is the font too small to see? Are the images almost thumbnail-size, and therefore creating no impact? Don’t let these details be roadblocks to getting your message across.