If you’ve ever wondered why your website isn’t converting visitors into customers, let’s look into a common yet overlooked issue: your messaging. Yes, your messaging may be the conversion killer.

Here’s why the way you’re talking about your business might be sending potential customers running for the hills:

The Problem with Self-Centric Messaging

When potential customers land on your website and all they see are phrases like:

• “At Company X, we…”
• “Our mission, vision, core values…”
• “We provide the best…”

…you might be setting yourself up for failure. Here’s why:

• Relatability: Unless your visitors are your relatives, they’re not there to hear about how great you think you are. They’re there to solve a problem or fulfill a need.
• The Reality Check: Let’s be honest. Those mission statements and core values? They’re often generic, made-up ideals that might not even reflect the day-to-day operations of your business.
  

The Solution: Focus on the Customer

To turn your website into a conversion machine, shift your messaging from “we” to “you”:

• Understand Self-Interest: Humans are inherently selfish. They want to know “What’s in it for me?” Your messaging should answer this question before they even have to ask.
• Persuasive Messaging: Instead of listing your achievements, focus on the benefits. How does your product or service improve their life, solve their problems, or meet their needs?
  

Examples of Effective Messaging:

• Before: “We have been in business for 20 years.”
  • After: “Gain the peace of mind that comes with 20 years of industry experience.”
• Before: “Our mission is to provide the best service.”
  • After: “Discover how our tailored services can skyrocket your business efficiency.”
    

Why This Matters for Conversion:

• Engagement: When your messaging speaks directly to the visitor’s needs, they’re more likely to engage with your content.
• Trust: By focusing on benefits, you’re not just selling; you’re building trust. You’re showing that you understand their world.
• Action: Clear, benefit-focused messaging guides visitors towards the next step, whether it’s making a purchase, signing up for a newsletter, or contacting you.
  

The Call to Action

If people are landing on your website and exiting without taking desired actions, it might be time to reassess your messaging. At Tanzlite, we design websites for our clients with conversion in mind.