https://youtu.be/flAuxhQ1rX4
Episode 1070: Your website doesn’t say anything
You could have the best offer in the world, but if your website doesn’t connect with the buyer, they won’t stick around long enough to find out.
Trying to sell to everyone means you connect with no one
Most business websites are written to avoid saying anything. They want to be a fit for anyone who lands on the page, so they talk in generalities. “We do it all.” “One stop shop for everything you need.” It sounds safe. It isn’t. It’s actually the riskiest thing you can write, because a buyer reads it and feels nothing.
Selling has never really been about persuasion. It’s about communication and finding a connection point. The buyer needs to read a line and think “that’s me” almost straight away. If they don’t feel that, it doesn’t matter how good your offering actually is behind the scenes. You never get the chance to prove it.
The two things that create a connection point
There are two places to find that connection. The first is naming the exact problem you solve. Not a category of problem, the actual problem, in the words your buyer would use themselves.
The second is the trigger point. This is the real, lived moment that gets someone looking for a solution in the first place. What are they thinking, saying, or doing right before they start searching for something like what you offer? “Worried about your tax bill?” does more work than “comprehensive tax solutions” ever will, because it names a moment the buyer actually recognises.
Why beige messaging costs you the sale
If your website reads like a script from a call centre, “Welcome, how can I help you today,” it’s putting all the work on the buyer to figure out what actually matters to them. Most won’t bother. They’ll leave and go find the business that told them, in plain language, “yes, this is for you.”
Being specific feels risky because it means you might not appeal to everyone. But trying to appeal to everyone is exactly what’s making you invisible to the people you actually want.
Where on your website are you still trying to be all things to all people?
Take Action
Open your homepage right now and read the first line a stranger would see. Would your ideal buyer read it and think “that’s me,” or could it belong to almost any business in your industry? If it could belong to anyone, rewrite it to name the specific problem and the specific moment your buyer is in when they need you.
See Also
