It’s a system, not just words.
I wrote this 3 years ago on our agency website about the messaging system. It's helpful if you would like to learn marketing messaging in a broader view. But for websites, we really only need 3 things:
1. the change we want to make
2. the way we make the change happen
3. how we want the audiences to engage with us
The change we want to make is the purpose of the things we do. Why do we exist? And how did we get here? The deeper we dig, the higher the chances we have to resonate with our audiences. The most common challenge we've seen is the message not clear enough to create the immediate connection for people to lean in.
The way we make the change happen is the process and offerings. This is what we do and how we do it. If we offer multiple services or interests, it’s important to consider how they are going to leverage each other under the single brand. If we would like to showcase projects that we've done previously, this is the great place to talk about them.
How we want our audiences to engage is the key, the call to action (the CTA): join our email list, enroll a workshop, get notifications, or become a member in our community… Among all the options, the most successful way that we've seen is using email to connect with people and inspire actions.
We are now open for business!
