You’ve invested time, money, and effort into building a website – but what’s the real goal? Sure, it’s there to showcase your brand, but more importantly, your website should be a powerful tool for attracting your ideal clients and convincing them that working with you is not just a good decision, but a bloody brilliant one.
However, attention isn’t easy to grab, and it’s even harder to hold on to. Potential customers won’t hang around long enough to learn about the fascinating history of how you acquired your business in 1983 (save that one for the socials). In fact, you have 10 seconds to help them quickly understand why they should choose you. When they land on your homepage, they’re subconsciously asking, “Can this business solve my problem? Can I trust them?” If the answers aren’t immediately clear, they’ll be off to the next option faster than you can say, “But this website cost 8 grand!”.
That’s why it’s critical to convey the right messages in the right way – and fast. The homepage shouldn’t be an overload of details about your business but a concise, compelling pitch that focuses on what matters most to your audience. So, what do your visitors really need to know before they feel confident in working with you? Let’s dive into the seven key messages every website must communicate to convert visitors into clients.
What content do I need on my website?
Your website should be there to answer your clients’ questions before they even have time to consciously think of them. Here are the seven things your site visitors need to be sure of before they buy:
1. You understand their problem
Your ideal client has a problem that you know how to solve. That’s the info that will cut through the noise of the internet and stop the scroll. Stick it in your top header!
2. You know how to solve it
Now isn’t the time to get into a detailed rundown of ‘how’ it will be solved. It’s enough to let them know that you have a plan.
3. Your solution will make their lives better in a specific way
Along with showing that you understand how their problem is affecting them now, you’ll want to give them a vision of the future – one that they can imagine themselves in. What will their lives look like once this problem is solved?
4. The reward will be worth the risk
This is a question of value. Potential customers are subconsciously wondering whether your offer is good value for them. How valuable will the outcome be? Your copy needs to help them weigh it up.
5. They can trust you
There are two parts to this trust. They need to believe in you or your company, and feel sure that you won’t just run off with their hard-earned cash and leave them looking silly. That can be addressed with social proof, and in certain ways, the design of the site.
6. It will definitely work for them
Secondly, they need to know that your solution will work for them specifically. By having a really clear niche you can display that. For example, a weight loss program designed for, and targeted at busy mums will instil more trust in a real-life busy mum than one marketed as ‘suitable for everyone’. Guarantees can also be useful here.
7. How to make it happen (CTA)
It’s amazing how powerful it can be when you clearly state the action a visitor should take, and what they can expect next. As soon as you give them the chance to feel confused by a lack of clarity on your site, you start to lose their attention.
Does your website cover all seven?
By addressing these seven fundamental points on your website, you equip your ideal client with everything they need to make an informed, confident decision. In a sea of distractions and competitors, it’s vital to stand out by being clear, concise, and laser-focused on what matters to them – not just what you want to say about your business.
When you cover all seven messages, you create a website that looks professional and works for you. It connects, engages, and drives results. And if you’re not quite sure whether your website is hitting the mark, we’re here to help. Book a free content review, and together, we’ll ensure that your site is set up to convert and win over clients. Because in the end, a website that doesn’t inspire trust and action is just a missed opportunity. Let’s make sure yours isn’t.
