You’re going to really enjoy this tip because it comes right off the top of my head.

(Get ready to hate me when you realize the pun I just dropped.)

It’s about your website and, in particular, how it may not be doing your business justice.

I’ll explain why in a second, but first a quick story:

I had a frustrating day last week. I couldn’t find my eyeglasses.

I turned my jacket inside-out, dug through drawers, and rifled through my briefcase. Talk about lacking focus and productivity – I was in a tizzy over finding my specs.

And then I realized they were sitting on top of my head. (see what I did there?)

Here’s why I’m sharing this embarrassing anecdote: because sometimes the things that are most obvious are the hardest to see.

Now, let’s talk about your website


Is it bringing you the leads and attention you want? If your answer’s no, then perhaps you’re missing what you should be seeing.

Your words aren’t working.

You’re not alone here. In fact, the most common advice I tell clients is that their web copy lacks three important elements:

  1. Benefit-based messaging
  2. Empathy
  3. CTAs

Let’s call this the “Big 3" of website content. You can’t live without ‘em.

Now, let’s take a deeper dive and discover how to fix it:

Start talking about their problems


Most often, I find that brands sell the “what” and not the “why” on their websites. It’s very common. And that’s a shame because you can talk all day about the advanced whirligigs on your multi-directional eco-widgets, but if you don’t explain why it’s going to make my life better you’re probably going to lose me.

Look… it’s easy to see why your website lacks benefit-based messaging. It’s your business and you are focused on its details. You know what’s important – but you can’t always assume the customer knows.  

My top writing advice always begins with putting a face on your reader. Choose an ideal customer and think about what they look like, what their day looks like, and what challenges they’d love to overcome. Now write about it. It’s almost that simple.

”Because we use advanced whirligigs you can say goodbye to costly repairs that wreak havoc with your budget.”

Begin by addressing the needs, wants, and pains of your customer and you’ll have a much better shot at success.

Show empathy, and show some more


Understanding the needs of your customer is what keeps you in business. This is what you do best.

Your website, however, may miss the mark when it comes to showing empathy.

You buy from brands you relate to and more importantly, brands you feel relate to you.

No matter how great your product is you’ll sell it a lot more easily if you show your customers you care.

Make a personal connection with your customers through your website.

  • Speak in terms of “you” not “our customers”
  • Ask the sincere questions and give them honest answers
  • Tell stories they can to relate to
  • Reach out and tell how “we want to help you”

An important part of your brand messaging should include giving customers a reason to believe. The top reason is because you care about them and about helping solve their problems – whether it’s an improvement in their lives or a better choice for their hard-earned money.

Show empathy and show that in the end your business is about them, not you.

Use CTAs like your life depends on it (it does!)

The abbreviation CTA may stand for Call-to-Action, but it might as well be “Capture their a*s” because that’s how effective CTAs are.

Every page in your website should have a goal in mind. The call-to-action delivers on this goal by directing your reader to complete an action, whether it’s filling out a contact form or purchasing a product.

Think of a web page as a bedtime story. It has a beginning, a middle, and an end and in the end the reader walks away with a feeling. How do you want your readers to feel? You want them to be motivated. To have direction. To take action and call you, or buy from you, or sign-up to learn more.

Always include at least one CTA on each page, and be sure you offer an easy, intuitive direction.

”You will reach more customers with a documented marketing strategy. Let us show you how…”



Don’t get me wrong, I’m sure your website is on the mark when it comes to dynamic content and SEO best practices. Your on-page messaging could make all the difference in your customer engagement, lead generation, and sales conversion activities.

I highly recommend you make it a priority today by scheduling time to review your website content for the “Big 3" elements above. I’m sure your website is fantastic but just like my glasses, life is so much better when you have them in place.

Need help with your website content? Contact us about scheduling a comprehensive website strategy session.

Photo Credit: material grrrl via Compfight cc


Jeff Doubek

About Jeff Doubek

Jeff Doubek is the Manager, UX Design and a Senior Content Strategist at Liquid Interactive. Jeff helps to produce content plans and UX strategies for client target audiences. Overseeing all content deliverables, Jeff manages all requirements across the project lifecycle and maintains strong relationships with clients to exceed expectations and goals.