What if your website isn’t broken… your words are just falling flat? You can have the most beautiful design in the world, but if your message doesn’t connect, your dream customers will leave. Let’s fix that today.
In this episode, we’re diving into how to speak your customer’s language so your website and content actually convert. Whether you’re a course creator, coach, or online business owner, your messaging matters—and getting it right can be the difference between silence and sales.
Let’s Recap: Why Your Website Messaging Matters More Than You Think
The digital marketplace is crowded, and businesses often fall into the trap of believing that a beautiful website design alone will convert visitors into customers. While design certainly plays a crucial role in capturing attention, it’s your messaging—the actual words on the page—that drives action and creates conversions.
As we explored in this podcast episode, people don’t buy when they’re impressed; they buy when they feel understood.
When visitors land on your website, they’re looking for signals that you understand their problems, challenges, and desires. If your messaging fails to connect with them at this fundamental level, they’ll leave—no matter how stunning your design may be. The key to effective website messaging lies in speaking your customer’s language rather than using industry jargon or vague promises like “holistic transformation” or “elevate your brand.” These phrases might sound impressive, but they fail to communicate tangible benefits or outcomes that resonate with your potential customers.
One of the biggest messaging mistakes businesses make is talking more about themselves than their customers. While establishing credibility is important, your website copy should primarily focus on the customer—their pain points, their goals, and how your product or service helps them achieve what they want.
Another common mistake is assuming visitors are ready to buy when they might just be curious. Instead of immediately pushing for a sale, use language that fosters curiosity and builds trust. This approach is far more effective than an aggressive sales pitch that might turn potential customers away.
Improving your messaging doesn’t require a complete website overhaul.
Start by identifying the actual words your ideal customers use when describing their problems or goals. You can gather this language from customer interviews, reviews, competitor comments, or platforms like Reddit where people discuss issues relevant to your niche. Once you’ve collected this valuable data, rewrite your headlines and introductory text using this customer-centric language. Then, create clear and emotionally relevant calls to action that speak directly to what your customers want to achieve or the problems they want to solve.
The most critical places to optimize your messaging include:
- Your homepage headline and subheadline (which should be visible without scrolling)
- Your about page, product or service descriptions
- Your call-to-action buttons.
Be specific with your CTAs—instead of vague phrases like “click here” or “learn more,” use language that clearly communicates what will happen next, such as “book your free call” or “let’s work together.” Testing is also essential—read your homepage aloud to a friend who resembles your ideal customer, or use tools like Hotjar to see where visitors drop off. These insights can help you refine your messaging for maximum impact.
Remember that your words have power, and when they’re properly aligned with your customers’ needs and desires, your website becomes a magnet for the right clients. Start small by updating your headline or adjusting a call to action, and give these changes time to work before making additional adjustments. By speaking clearly to the people you want to help most—using their language rather than industry jargon—you’ll create a website that not only looks good but actually converts visitors into loyal customers.
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