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The Message, The Marketing, and What Most Companies Miss with Their Website

Spotting a bad website is easy. We’ve all clicked a site link and thought, “Eww, this is awful.” Anyone can pick apart a bad website, but few people know how to build a great one that works. Here’s what we’re sure of: The best websites make visitors think less. In order to accomplish this, you have to do the work and ensure your message is clear and customer-centered. If your message is clear and customer-centered, it will “make sense” to them. They won’t have to think as much. They’ll just be able to buy and move on with their life. Ahead in the blog, we’ll give you the essential questions to be asking about your company’s message. If you follow these questions, they will lead you to a message that is clear and customer-centered. 

Remember, you have to make an average of 10 impressions on a prospect before they buy. You must be consistent with that message in order to convert those leads into customers. To achieve this, you have to tell them what their problem is, how you solve it, and what they need to do about it (buy now, call now, order today). Then, your message will be clear and customer-centered. Your business cards, email marketing, direct mail, and website all have to send the same message! That may be common sense to you, but that doesn’t mean it’s common. Most companies are all over the place with their marketing, and no one understands them. You want to be a company that clearly communicates how you help and calls customers to action. Here are those 5 essentials that make your message clear and customer-centered.

5 Essential Features of a Great Website

1. Branding – Branding is anything that helps your ideal customer instantly recognize your company. This includes the font used in your company name, your logo, color schemes, and slogans. Your brand is not about who you are as much as how people perceive you as a company. 71% of people say they feel confused when a brand is inconsistent. When designing your site ask yourself:

    1. Is my message clear?
    2. Is my logo noticeable and visible?
    3. Do my color schemes trigger an association with my brand?
    4. Is my site aesthetically pleasing? Are my fonts easy to read?
    5. Have you solved a problem for your client? If so, is it clear?


2. Avoid Mistakes – A great website is more than pretty fonts and great color schemes. Avoid costly mistakes like too many advertisements or pop-up features. Your content should be easily accessible and convenient to read. DON’T do it yourself. If your site looks homemade, your customers will notice.  This is an area you definitely want to bring in an expert. 


3. Consistency – When you send an email blast or marketing materials to your ideal customer, they will most likely go to your website immediately after.  Does your marketing material and website send the same message? Will the consumer be able to easily decipher if they want to buy within 3 seconds of being on your site?


4. Tell the Customer What to Do – Is your call to action clear?  Have you decided what it is you want your future client to do?  Choose ONE main objective for your site and make it CLEAR. Tell your client what to do. BUY NOW, CALL NOW, SIGN UP TODAY. Be very clear with your directions. Imagine you are explaining what to do to your five-year-old niece. If she can’t understand it, don’t expect anyone else to. 


5. Measure Your Traffic – The best way to know where you are going is to know where you have been. It is crucial to know the amount of traffic you are receiving on your website. Tools like Semrush and Hotjar will help you find out where people get stuck on your website, what links they click on the most, where the traffic is coming from, etc.. Knowing the answers to these questions will allow you to generate similar content with the best results. 

Blake Crawford

Blake is the Creative Director here at Greenstone Media. He helps companies tell the story their customers need to hear. When he isn't working, Blake enjoys hiking, playing guitar, and writing songs.