Generic, pretty good if you are getting a prescription filled because you save money. The opposite is true when we’re talking about the message on your website. If your website message is generic you are losing money and the opportunity to work with the clients you love.
What problem do you solve and who do you do it for? This is the basis of a great targeted message for your business. When you clearly answer this question you are grabbing the attention of the visitor to your site. That visitor came specifically looking for an answer to their problem when your messages answer says you understand their problem and have the skills and knowledge to solve their problem you’ve caught their attention. Once you have your attention they will read more because they want to solve their problem.
This is exactly what you want your website to do, grab attention and get the reader to take action. No action, no conversion. No conversion, no new clients.
When you seek to engage with everyone, you rarely delight anyone. And if you’re not [an] irreplaceable, essential, one-of-a-kind changemaker, you never get a chance to engage with the market.”
No matter how many times I hear people talk about how you have to niche down your business and that you need to define who your ideal client is people are afraid that they will lose out on clients by not offering their services to everyone who can possibly use them. So, when they are creating their website they are afraid to get too specific. They don’t want to leave anyone out and therefore their message and their content are too generic, too middle of the road, too watered down. They feel that by speaking to everyone they are more likely to get new clients.
Two things happen with this strategy.
- You attract people you don’t really want to work with.
- You drive away your ideal client (the people who need you most) because your message is not specific to what they need.
Not every client has to be a favorite or ideal client but think about that client who is ideal. The client who loves what you do and how you are helping them. The client who wants more from you and recommends you to others. The client is a pleasure to work with, brings you enormous satisfaction because of how you’ve helped them and helps you grow your business by bringing you, new clients.
There’s something to be said for not being generic.
The goal isn’t to serve everyone. The goal is to serve the right people.”
Your message and your content on your website are what determines whether or not a visitor to your site sticks around to learn more. That initial message needs to be very specific on what you do, how you do it and WHO you do it for. Anything else and the chances of that visitor reading your content is almost nil.
Remember the attention span of a person is less than a goldfish!
Writing is hard work and knowing what to write is even harder but if you take the time up front on these steps it will be easier.
3 Steps on How to Write a Message
Specific to Your Ideal Client.
- Who are you speaking to?
- What do they need from you?
- How do you solve that need?
Who you are speaking to is the client you love and want more just like them? Think of that client, really think of all you do for them and what they want most from you, how they benefit from what you have to offer them. What does your ideal client need from you and how do you solve it? Again when you think as if you are the client it will give you a better understanding of what their problem is and what they need to solve it. Look at what works for your ideal client and why it works. People want to feel that you understand their problem. If they believe that you understand the problem you are saying that you have the solution is much more believable. Take some time on this, write some notes about what you come up. I’ve found that even if I never look at the notes what I’ve written down comes back to me when I need it.
After you’ve thought about your ideal client and what they need from you, then talk with your favorite ideal client, ask them to describe their problem, ask them what they loved most from your service, ask them how you helped them. Their answers will give you even more insights into what others are looking for from you. Some of their answers may surprise you, often people benefit in ways you haven’t thought of. The answers you get from both asking yourself the questions and asking your ideal client are priceless. These answers not only help you with your website message and content you can use this information in all your marketing. This is the stuff potential clients what to know.
Now start writing the opening message for your website with all of that in mind. Don’t just write one or two messages and pick one of those. Neil Patil says write 25 messages without going back to edit. I tried this method and was happily surprised at what I came up with. I didn’t worry about getting it right, just about getting a message down. So be free and start writing, you’ll find when you get done that you’ve come up with some good stuff that will lead you to the message that gets your ideal clients’ attention.
Check out coschedule.com/headline-analyzer where you can put in your best headline/message and see what score it gets. This is an amazing tool and will help you create a message that gets your ideal clients attention.
Now take that message and put it front and center on your website. It should be the first thing that a visitor to your site see because it is what keeps that visitor on your site.
Want to learn more about how to create a message for your website that attracts your ideal client and converts them into clients? As well as how to use that message strategically in your digital marketing to keep your name and service in front of the people you want to work with? Let’s set up a call. I’m happy to share where to start and how to make a plan for success.