To drive more sales and revenue, your website has to:

1) Immediately start earning your ideal prospects’ trust and interest.

2) Build on that connection by clearly demonstrating why your company is the best fit for their unique needs.

But how do you earn trust and move prospects to take the next step? Especially when it feels nearly impossible to get anyone’s attention for longer than three seconds?

• You start by clearly defining your ideal prospects. The specific types of customers and clients that are the best fit for your company’s particular competitive strengths.
• Once you’ve decided exactly who you’re focused on serving, you work to understand their unique story. The nuances of your ideal prospects’ most important goals, beliefs, and challenges.
• Next, you capture your “Big Idea.” A bold, mission-driven claim about your prospects’ challenges and how to best solve them.
• You then prioritize your most valuable solutions based on that Big Idea. The products and services that create the most impact for your ideal prospects as well as open the door to future sales opportunities.
• Finally, you map out your unique process. How you help prospects bridge the gap between their current state and their desired future state.

These elements will all form the building blocks of your website messaging. They’ll guide you through all those tricky copywriting decisions you need to navigate. And they’ll help you decide what part of the story to focus on sharing.

Here’s the catch: each one of these elements will require deep thinking, internal alignment, and the time and space to make difficult decisions and trade-offs. Which is why it’s so tempting to skip past them and go straight to creating generic ads, LinkedIn posts, and email drip campaigns.

But if you rush the process, if you don’t make the difficult choices, you’ll have a hard time figuring out how to tell the right story to the right people.

The kind of story that earns prospects’ attention and trust by demonstrating that you understand them better than anyone else.