While building a proper messaging strategy for your company can take some time, an easy place to start is with “the grunt test”, as popularized by Storybrand. Put simply, can someone look at your content, with no prior experience with your company, and quickly understand what you do?
Specifically, they should be able to find answers to these three questions almost instantly:
- What do you offer?
- How will it make my life better?
- What do I need to do to buy it?
That’s it. Get that info taken care of, and if the user likes what they see then they’ll dig in for more.
Don’t tell me about the history of your company, or the type of metal you use in your products, or your “commitment to be #1”. Those can all be important things to answer, but not right away.
Start with the basics, make sure you pass the grunt test on your home page, and hopefully visitors will understand how you can help them and they’ll be eager to learn more.