Most business owners have trouble communicating clearly about their business.

That leads to confusing words (“messaging”) on their website which results in higher bounce rates and lost business.

I fix your messaging so your customers feel they are being invited into a story in which your product or
service solves their problem.

Confusion in marketing messaging is much more common than people realize.

It’s easily missed and that’s  a real shame. Here’s why:

If the words on a site cause prospects burn mental calories they are going to leave the site (aka: “bounce”).

They are already being bombarded daily with thousands of messages.

So, if your visitors can’t connect what you do with their problem in 5 seconds or less, you’re going to lose them.

And that is wasting your valuable marketing $$$.

You may be surprised how easy it is to be “confusing” in this context.

Here’s a very obvious example from an actual website (minus the logo, to protect the innocent). They are being clever instead of clear:

Looks pretty, but what does it mean?

Again, a visitor to this website will initially give about 3-5 seconds to scan—then they’ll move on if it doesn’t make sense to them.

Compare that with the clarity offered in this website header (from a project we recently completed):

Their whole offering is right there in two sentences.  You can soak that up in 5 seconds or less. Bam!

When this is done right, your visitors can instantly tell whether you’re their “people”.

And that’s what you want: a site that filters out the non-customers and leaves the customers who have been looking for what you have to offer.

Here are a few more common problems along these lines:

• • Too many words / random ideas (hint: not part of a story)
  • The wrong words
  • Using a lot of hero talk (“we’re the best…”, “award-winning”etc.) – huge, subconscious customer turn-off
  • Missing empathy

Good news: something can be done about all this.

There are 7 core ideas must be present on a site for it to engage visitors and sell them on your products and services.

The are the same seven elements that compel people to sit through a movie for 1.5 hours.

The rest is noise.

Clarifying your messaging can have a huge impact on your conversion rates—sometimes as high as 5X.

Here’s why “storied” copy can transform your marketing from confusing to clear-and-engaging:

Curious to know more?

Meanwhile…get the book. You’ll thank me later!

Question?