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6 Ways to Simplify your Messaging to Get More Leads on Your Website

Most organizations default to building their website content around their missions, statements about who they are, features about their team members, information about their products, features or services, and images of their facility. While this information may be applicable, the harsh truth is, people don’t care about you. They care about how you can help them. Providing clear messaging that communicates how they will benefit from using your product or service and clearly telling your user what action to take with as few words as possible will help drive more leads on your website.

Here are 6 things you can do to tailor your messaging and help drive more leads.

1. Frequent and Bright Call to Actions
Providing frequent call to actions in the form of a button. “Buy Now,” “Schedule Appointment,” etc. will help guide your user to take the action you want them to. Make sure your button is a bright color that attracts the eye. Don’t use this color anywhere else on your site. Your user should quickly be able to associate that color and button with the call to action to move forward. Put the call to action in the header near the main navigation and at the bottom of each content block or section of the homepage and throughout the website. If you’re concerned that you’re being too pushy, just remember, your user wants to be guided and have a clear path on how to move forward. 

2. Homepage Hero Messaging
The homepage hero is the large banner that appears on the homepage of most websites. Typically this is in the form of a large image or image slider with a heading and sub heading and an optional call to action depending on the service or product. The homepage hero should do 2 things. 1. tell your user what you do, and 2. how your product or service will benefit them. Here’s an example of a mock Bicycle company:

  • Heading: We Sell Lightning Fast Bicycles that are Indestructible.
  • Sub Heading: Go Faster for Cheaper
  • Call to Action: Buy Now

This messaging tells your customer who you are: You sell bicycles. And tells them how it will help them: They can buy a fast and indestructible bicycle at an affordable price.

3. Successes/Value Propositions
Create a block of content that outlines the successes or value props your customer will have when they use your product or service. These are really effective when in sets of 3. Here’s an example using the same mock company from the “Homepage Hero Messaging” section:

  • Go faster than your friends
  • Get a better bike for cheaper
  • Less maintenance  

4. Failures
Create a block of content that highlights what’s at stake if your customer goes to a competitor or uses another product/service. This section should help your customer realize why they have to buy with you. This too is great to add bullets in sets of three. Here’s an example of some failures using the same bicycle business:

  • Is your bike always breaking?
  • Is your old bike slowing you down?
  • Do you pay an arm and a leg for bike maintenance?

It’s always important to empathize with your customers. A great follow-up to the failures is to show empathy. Example here: "We understand that shopping for a great bike is frustrating. That’s why we’ve built a faster, stronger and more affordable bike. So you can ride fast up that hill knowing your bike won’t let you down."

5. Testimonials
Most businesses want to talk about how great they are, which many are. The point is, is that you’re not the one talking about you...others are. Consider asking the following questions while gathering testimonials:

  • What was your absolute biggest challenge prior to purchasing / joining / attending?
  • How did that challenge make you feel?
  • What changed after purchasing/joining/attending?
  • What specific results can you share?
  • What would you say to somebody on the fence about purchasing / joining / attending?
  • Anything else to add?
  • Do you grant permission for us to feature your company and this testimonial in our marketing materials?

A strong testimonial will do the following:

  • Create trust
  • Establish your authority
  • Qualify your potential leads

Use 1-3 of your strongest testimonials on your homepage. Share them in blog articles. Share them on social media. They are powerful!

6. Steps to Start (Your Process)
Outline the process to buy your product or service. This isn’t always necessary, but more often than not, if you have the ability to outline a simple 3 or 4-step “How it Works,” section to help your customer understand the process. Sometimes these are great accompanied by icons or images to help demonstrate in a visual way how the process works. Here’s an example for a Chiropractor:

Schedule a free appointment
Come to our office for consultation
Get your customized care plan and start getting healthy

Fun Facts
Here are some quick facts about landing pages that will help increase your conversion rates (source: unbounce.com):

  • Pages with a reading level of 8th grade (or lower) correspond to 5-30% higher conversion rates. Keeping it below 400 words is good, but pages below 100 words perform twice as well.
  • On average, pages with 750 words convert 30% fewer visitors than pages with 500 words.
  • Every additional 250 words on a page lowers the conversion rate by 20%.
  • Avoid empty buzzwords like "exceed, excel and cutting-edge." They could hurt your conversion.

Summary
The key is that simplicity is king. Less is more. If a kid can’t understand what you’re trying to say, then chances are, it will confuse anyone who visits your site. A great quote that we stick by is, “If you confuse, you’ll lose.” If you have any questions or need help with your own marketing, messaging or website development, please give us a call and we’ll schedule some time to talk about how we can help you. 

Harbor Marketing
1311 Mangrove Ave. Suite B
Chico, CA 95926
(530) 378-3078

Whether you already have a project in mind or need help building marketing plan, Harbor Marketing will help you grow your business.

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