Because the internet and your website provide you with such unique and wide-ranging options of communication, the easiest way to convey your message from the beginning is with the written word.
I say “in the beginning,” because once you’ve found a formula that allows the words to attract the kind of customers you’d like to work with, you can move your message into other forms of media, including video, animation, photography, audio, slideshows, etc.
However, most business websites seem to say what they think people want to hear, which is (they think) as much information about their business or organization as can be fit on a page.
But that couldn’t be further from the truth.
The simple fact is that your prospects, leads, clients, patients, donors or customers want to know what you’re going to do for them, personally. Make their job easier? Save them time? Make them feel good by donating?
The websites that work find a way to communicate the important aspects about their business (proof, promise, credibility, honesty, trust) while making the biggest part of the story ALL about the visitor.
Because the one thing that’s on everybody’s mind when they land on a website (or read a letter, see an ad, watch a commercial) is…
“What’s In It For Me?”
Therefore the goal of your message and the words you use on your website must work hard to address that question. That means there should be less talk about ME-ME-ME (or how great your business or organization is) and more about what your website visitor is going to get when they buy, hire you, call you, donate, or support you.
Now, you can easily tie the two together. The key is to utilize your expertise as proof that you, your product, or mission does fulfills the promise you’ve made to your visitor.
Most of the copy written for business or even nonprofit websites simply states too much about the business, service, or product and not enough about the benefits provided to the visitor. You don’t want to have too much about “we” and rarely enough that answers the most basic question your prospect or lead wants answered:
”What’s In It For Me?”