Many clients don't know where to start when creating or redesigning a new brand, and that's understandable.
The biggest problem: we get stuck on "ME, ME, ME" when writing our site content.
But "ME" is the wrong angle. You want to resonate with the visitor by turning focus to them!
5 Minute Marketing Makeover:
I bumped into this set of StoryBrand videos a few weeks ago, and while really basic, it's a great start for MOST sites.
1. Show right off the bat that you understand your visitor’s biggest problem.
- "Do you (visitor) need money and cannot get it?"
- "Why can’t you (visitor) get money elsewhere, but you can from us?"
2. Provide a prominent call to action.
In marketing, a call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit us today".
- Give the visitor something to click on to get started.
3. Visually display the success the visitors will experience by having used the product/service.
- Show the benefit or show the smiling face of the implied customer.
4. Break down products/services into bite-sized categories.
- Limit to 2-3 categories (don't load up all services here).
- Think for the visitor; organize the information to make the path to conversion much shorter for them.
5. Show a Clear Value Proposition. (make a product/service attractive to customers)
- What sets us (company) apart from our competition?
- How are we different?
In a nutshell, value proposition is a clear statement that:
- explains how your product solves customers' problems or improves their situation (relevancy)
- delivers specific benefits (quantified value)
- tells the ideal customer why they should buy from you and not from the competition (unique differentiation)
6. Show Social Proof.
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
- "More than 5000 happy customers..."
- "The happiest customers on the plant are saying the following..."