7 Costly Website Messaging Mistakes To Avoid (And How to Fix Them)

Engaging and converting customers starts with effective website messaging. As marketers, we've all been guilty of focusing too much on features instead of highlighting the benefits that really matter to our customers. And let's be honest, trying to appeal to everyone often leaves us resonating with no one. We've learnt the hard way that lacking clear proof and being inconsistent in our messaging only confuses our audience.

So, what should we be doing instead?

The Website Conundrum

When your website reads like a laundry list of features, your prospects are left thinking, “So what?” It leaves your audience with a question mark where there should be an exclamation mark.

Your homepage should be a vivid picture of transformation. Your Unique Selling Proposition (USP) should capture what your product is, who it’s for, and the big outcome it promises. Essentially, your product is a bridge from your customer’s current problem to their desired end state. Make them see the sunset on the other side of that bridge!

When crafting your transformation narrative, consider the deeper emotional and practical benefits your product offers. For instance, instead of merely stating that your software "reduces downtime,” maybe it’s about freeing up hours that can be reinvested into more strategic initiatives, or maybe it’s about reducing the stress and chaos associated with system failures.

To truly nail this transformation angle, it's essential to gather customer insights. This can be done through surveys, interviews, and feedback loops. Understand not just what your customers are using your product for, but how it's impacting their daily lives. Are they able to close more deals, save more time, or achieve their goals faster? Align those USPs with your UVPs.

Not Enough Specificity

Many startups fall into the trap of trying to be everything to everyone. They dilute their messages to appeal to many audiences, which often results in resonating with no one. It's like trying to be the jack-of-all-trades.

Narrow your focus. Identify your ideal customer persona and speak directly to them. Think of your homepage as a love letter to your perfect customer. Address their specific pain points, highlight the results they crave, and gently guide them through a narrative that ends with them believing your product is the knight in shining armour they’ve been waiting for.

To do this effectively, first define your target audience with laser precision. Start by developing detailed customer personas. Who are they? What industries do they work in? What are their daily challenges, and what solutions are they currently using? Dive deep into their roles - understand not just what they do, but how they think and what drives them. This level of understanding allows you to craft messaging that feels personalised and relevant.

Consider creating different landing pages or content tracks for each major persona. This way, each visitor feels as though the website is speaking directly to them. For example, if you’re selling a project management tool, you might have one track for IT managers focused on resource allocation, another for marketing teams needing campaign management, and another for C-suite executives interested in ROI and big-picture insights. By doing this, you ensure that each persona sees themselves reflected in your product’s benefits.

WIIFM Syndrome

Overloading the website with features without explaining their benefits leaves visitors asking, “What’s in it for me?” This is the classic WIIFM (What's In It For Me?) syndrome, where companies forget to connect the dots between what their product does and how it benefits the user.

The value propositions should be impossible to ignore and clearly beneficial. Use action verbs and superlatives to make these value props pop. “Achieve the fastest turnaround time” is much more compelling than “Fast turnaround.” As controversial as this is, if your competitors can copy-paste your messaging and it still makes sense, you’ve missed the mark.

To ensure your benefits are compelling, start by mapping each feature to a specific benefit that resonates with your target audience. For instance, instead of simply stating that your software has an automated reporting feature, frame it as, "Save hours each week with automated reporting, so you can focus on strategy instead of spreadsheets."

Differentiation is key here. Your value propositions should not only communicate benefits but also highlight what makes your product unique. If all your competitors are talking about speed and efficiency, consider how you can frame your benefits in a different light. Maybe it's about the seamless integration that saves IT headaches, or perhaps it's about the intuitive user interface that requires no training, reducing onboarding time and cost. Whatever it is, make sure it’s something that sets you apart. So, re-evaluate the pain points.

Sometimes, what you think is a major benefit may not resonate as strongly with your customers, and vice versa.

Curious to know more about USPs, narration and website messaging? Check out our blog: Bits, Bytes and SaaS: An Engineer’s Guide to Marketing with Products

Trust Me, I’m a Salesperson

In a world where scepticism is high and attention spans are short, credibility is the only thing that sells.

Bolster your messaging with proof points. Customer success stories, influencer endorsements, case studies, press mentions, and awards all contribute to building credibility. Data that quantifies results is the icing on the cake. If you claim to be the fastest, show the stopwatch!

Social proof is one of the most powerful tools in your arsenal. This could be in the form of testimonials from satisfied customers, detailed case studies that showcase the results others have achieved with your product or even endorsements from industry influencers. The more specific and measurable the proof, the better. Statements like "Our customers have reduced their project timelines by 30% using our tool" are really persuasive.

In addition to social proof, consider showcasing any industry certifications, awards, or partnerships that lend credibility to your brand. For example, if your software is certified by a well-known industry body or if you have strategic partnerships with leading companies, these can be powerful validators. Example: g2.com, Capterra, Gartner.

The Vanilla Effect

Many websites sound like they were written by the same generic robot.

Infuse your brand with a unique personality. Whether you’re the wise Sage, the bold Hero, or the fun-loving Jester, your tone of voice should be consistent and recognisable. This personality creates an emotional connection with your audience, making your brand more likeable and trustworthy.

Your brand personality should be more than just a few clever lines of copy - it should permeate every aspect of your communication. From your website to your social media channels, from your email campaigns to your customer service interactions, your personality should be unmistakable.

To develop this personality, consider which of the 12 brand archetypes best represents your company. Are you the Ruler, offering order and stability in a chaotic industry? Or perhaps you’re the Outlaw, challenging the status quo with disruptive innovations? Once you’ve identified your archetype, align your messaging, visuals, and even your customer interactions to reflect this identity.

The tone of voice is a key element of your brand personality. If you’re the Jester, your tone might be “playful” and irreverent, using humour to engage and entertain. If you’re the Hero, your tone might be bold and motivational, inspiring your audience to take action. Whatever your tone, it should be consistent across all touchpoints, helping to build a consistent experience for your audience. This consistency not only reinforces your brand identity but also helps to build trust and loyalty among your customers.

In addition to tone, consider the language and style you use in your messaging. Is it casual and conversational, or formal and authoritative? Do you use industry jargon, or do you keep things simple and accessible? These choices should align with your brand personality and the expectations of your target audience.

Visual elements also play a role in conveying your brand personality. The colours, fonts, and imagery you choose should complement your tone of voice and overall brand identity. For example, a brand with a playful, energetic personality might use bright colours and bold, whimsical fonts, while a brand with a more serious, professional tone might opt for muted colours and clean, minimalist design.

Finally, remember that your brand personality should evolve over time as your business grows and your audience changes. Regularly assess your messaging and make adjustments as needed to ensure that your brand continues to resonate with your target audience.

Hook, Line, and Sinker

Websites have only a few seconds to grab attention, and most visitors leave because your message doesn't interest them.

Use catchy hooks to keep your audience engaged. Try asking a question, hinting at a secret, saying something surprising, or showing a before-and-after scenario.

Creating intrigue means making your audience curious. One way is to ask a challenging question like, "Why is your marketing strategy failing?" or "Are you making these 5 deadly mistakes?" These questions create urgency and make the reader want to know more.

Another way is to use storytelling. Start with an interesting story or example that shows a problem your audience has, then show how your product solves it. This not only grabs attention but also builds an emotional connection with your audience.

The Patchwork Quilt

Inconsistent messages across different platforms confuse your audience.

Consistent messaging builds brand recognition and trust. Your audience should recognise your brand instantly, no matter where they see it. This means your messages, tone, and visuals should match across all channels, from your website and social media to your emails and customer service.

To ensure consistency, create a messaging framework that outlines your key messages, value propositions, and brand personality. This framework should guide all your marketing and communication efforts, helping your team stay aligned.

Also, make a style guide with rules for tone of voice, language, and visual elements. Everyone who creates content for your brand, like copywriters, designers, social media managers, and customer service reps, should use this guide.

Regularly review and update your messages to keep them relevant and aligned with your brand's goals and audience. As your business evolves, so should your messages. Keeping your messaging fresh and consistent helps your brand stay relevant and stand out.

Many marketers struggle with website messaging, hindering their ability to effectively connect with their target audience and costing them a pretty penny. By focusing on specific customer personas, crafting a compelling transformation narrative, emphasising user benefits, and gathering customer insights that resonate with the audience, businesses can create website messaging that truly sets them apart from their competition.

Need help with your website messaging strategy? Send us a message at https://www.radialpath.com/contact