Your business’s website is one of the most important tools in your arsenal. Once a tool to list the products and services you offer, it’s now a means to share who you are, what you know, what you stand for, what you aspire to, and how you intend to serve your market. Each of these capabilities is essential for garnering trust, showing authenticity, and forging lasting connections with new and existing customers.
Whether you choose to overhaul your site or invest in a simple refresh, we'll show you some steps you can take to align the voice and style of your site to the business you aspire to be.
Step 1: Define your core message.
Think about what your business does and why it does it. Then, ask yourself the following questions:
Is my answer clear and succinct?
Would my customers say the same things?
Would my definition resonate with my audience?
Does my answer help me differentiate my business from others in the market?
If you can’t provide a resounding “yes” to any of these points, you’ll need to spend time firming up your idea of who you are and what you want to convey. The following questions can help you get started:
What do I want my business to be known for?
What benefits can my customers realize?
What do my customers have to say about the solutions I offer?
Why do my customers keep coming back to my business rather than switching to rivals?
What would cause my rivals’ customers to convert to my product or service offerings?
Step 2: Conduct an audit of your current site.
With a discerning eye, jot down notes on what you like about your site and what you’d like to keep (or make a simple refresh to) in its next evolution. Then, make notes on the parts that need to be reworked. Pay attention to long-winded paragraphs, pages that fail to drive action, and dated imagery or page styles that may not resonate with your buyers.
Step 3: Write a draft of your story.
Now, devote some time to explaining who you are and why your brand matters. This step is anything but easy, but it is critical to get it right. Here are some tips that can help:
- Keep your customers front of mind and make points that will appeal to your market.
- Focus on authenticity rather than cookie-cutter perfection.
- Be relatable by showing your vulnerabilities and sharing struggles you’ve faced.
- Inspire hope by explaining how you’ve championed a solution.
- Use words that will spark the feelings you want your customers to have about your brand.
- Empower your audience to be the heroes of their own story by taking the action you prescribe.
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