Creating a clear message is essential for improving your conversion rate.
Clear Sells, Clever Only Confuses
We are exposed to over 5,000 marketing messages every day.
Traditional marketing companies will tell you that you need to create a clever, memorable marketing message. Something that people will see once and remember forever.
This might have worked 20 years ago, but with the advent of the internet and Google, this plan doesn't work. You need a clear message that explains what problem you can solve.
But before we dig in about how to create a clear message, lets back up. Why are people coming to your website in the first place?
They have a problem and they are looking for a solution. You don't go to a lawn care experts website for the fun of it. You are looking to see if they can solve your problem.
So the first thing that needs to show up on your website is "Yes! I can solve your problem!". If your visitor does not see those words, then it is back to Google to hit up the next search result.
Creating a clear message is the best way to convert visitors on your website. Conversion means that you are turning a visitor into a customer. You want to increase your conversion rate, don't you? Then the first step is to review the words that show up on your website when it loads.
This part of your website is "Above the Fold". This term comes from the newspaper printing industry. It is safe to say that it is referring to all the content that is above the fold line of the paper. It is the most precious real estate available. This is because most people walking by a newspaper stand will only see those headlines and nothing else.
It is the same with your website. Your "Above the Fold" real estate is precious. You need to make sure that every word in that area has meaning and is working to say "Yes! I can solve your problem!"
If your website has many scrolling images or your company logo, or endless navigation menus, you are giving up prime space. This is costing your money without you even knowing it.
What if you have a catchy subtitle to your website that you spent loads of money on?
Let's say you have an executive coaching business and your tagline is "We take your best and make it better".
Well, that may be what you do, but someone coming to your website is not going to understand what you mean.
This tagline doesn't make it clear what business you are in and how you can solve my problem.
A clear message could be, "We are executive coaches who can help improve your performance so that you can improve your team"
This clearly states that you are in the business of executive coaching and that the benefits are "improvements to your team". It explains how you solve the visitor's problem and the benefits they will receive.
Now that we have their attention we can begin to unpack a little bit of what it means to "improve their team" and how to get started. As they scroll down your website, they can learn more about your business.
Again, a clear message is essential if you are looking to improve your website conversion rate. People have so many options to choose from in any industry that they will quickly bounce from one to the other until they find someone who communicates clearly.
People rarely buy the best product. They buy the one that they think will solve their problem. The first business to prove that in the eyes of the customer wins. So show your visitors that you are a problem solver. If you don't you will simply be another marketing message that they tune out.
If your website is struggling to convert visitors to customers, I would love to meet with you. We help business owners create a clear message and we can do the same for you.