Clarity is the most important factor that can make or break achieving a goal. Getting extremely clear on what you do and who you serve guarantees a create a message that will appeal to and convert your ideal clients.

Before we talk about clarity in your messaging, let’s talk about a human brain and its main functions.

The brain has main priorities:

#1 Survive–to survive, the brain needs to get rid of excess information. This means constantly categorise all information into “I need” and “I don’t need” departments. The “I need” department gets further review and attention while “I don’t need” department is wiped away immediately without a second thought.

#2 Conserve Calories–we need a certain amount of calories for our bodies to function. During our thought process, we burn some calories, therefore we are using up the resources required for our basic physical needs.

Naturally, the brain tries to conserve the calories to process only information in the “I need” department and only if absolutely necessary.

Therefore, if you present a human brain with a confusing message, the brain shuts down and refuses to process the information.

How can you avoid this?

Let me abandon Social Media today and show you how you can achieve this clarity on your website.

This is where you direct people from your Facebook posts and private messages, and this is the most crucial place where your prospects become your clients (i.e.: pay you).

Present The Information In Plain Words And Bite Size Pieces

In my experience, most companies are trying to show off their knowledge and expertise in their industry when writing content for the website. However, that kind of language may be good for a blog, but on a business website they end up talking over their visitor’s heads.

Your customers come from so many backgrounds and levels of education, it is crucial to make sure we cater for every level of intelligence. Do not be arrogant using too much professional jargon. Do not assume they will guess what you are talking about. Be clear. Be straightforward. Use simpler words.

Remember, the moment you asked your customers to assume anything (ie: start thinking), their brains will shut you off,  losing potential business. So don’t overwhelm them. Give just basic information in plain language and keep the specs for the “more info” section.

Have An Easy To Understand Tagline

The best place to clearly explain what you do or sell is the tagline. Its format should tick all the boxes within the brand clarity requirements: it must be short, to the point, and easy to understand. Keep in mind, we are in the racing game for our customers’ attention. One mistake a lot of businesses make is not using their tagline to explain what they are, instead, they opt for vague analogies and try to appear quirky and smart.

Using a vague cliche tagline like “Redefining Standards” by a generic telecommunications company means absolutely nothing. In fact, you are very unlikely to be redefining any standards in closer inspections, why not just say “We Provide Reliable Office Phone Systems”, I bet there will be so many more contact form submissions because of this minor change!

Don’t get poetic. Say it in such a simple language, even a child would understand!
And as you feel objection rising inside (“but I have studied this for many years”, “but I want to come across very professional”) – think about it. Do you want to come across like a professional or gain another client? What will make a difference to your bottom line?

Start with a simple, clear messaging.

Follow up with whatever language your expertise requires at a later stage. In my experience, keeping it simple most of the time works so much better. Confused clients often turn into nightmare clients.

The next point to mention is the placement of the tagline. Avoid using it on a home page banner, not all visitors land on your homepage. The best place for a tagline is on your website header that is visible on every page as it opens.

Include An Obvious Direct Call To Action

Let’s presume your tagline is clear and your customer’s brain already sorted this information into the “I need” department. You take advantage of the momentum and create a sense of urgency to convert this decision into a purchase or a lead. A Buy now, Register Now, Contact us Now, Shop now, Limited sale–this should be an obvious button to press. Literally in your face. Make it easy for an excited customer to take action and get one step closer to that product or service that will solve their problem.

But watch out for having too many unnecessary buttons and links, like F.A.Q.s, About Us, Technical Specs, etc. This will just make the brain work too hard and we know that it is the opposite to what the brain wants-do not overwhelm it.

If you go back to your website and add a clear tagline and an obvious direct call to action, your online sales will explode just from those two changes.

Use Smart Imagery

Images speak better than words, and they are extremely important for your marketing message. When you are choosing the images for your website, choose positive images that picture the success that your customers will have by using your product or service. Your customer will identify with the positive messages that promise a resolution of their internal conflict.

If I am a customer looking at a dentist’s website, I want to see people smiling happily, not those suffering from pain. So think about showing the wonderful results that await your customers, not pictures of your products or photos of your place of business, at least not on the homepage or in the header.

There are some types of websites, like clothes shops and accessories that have to showcase their products, but for those types of businesses, I recommend investing in a good photoshoot with happy looking models representing the joy of having these products. The images on your website must show a happy ending to your customer’s story.

Here is the best way you can test if your website is clear enough: 

ask someone who does not know exactly what you do to look at your website for a few minutes and come up with what they thought you do. If they struggle – you will know you need to do some work. But make sure you do not pre-frame them before they visit your website – do not explain or say anything to them about your business, only with no idea they can truly give you an idea if you are on the right track. 

And another tip. Drop fancy words. They are confusing and mean nothing to your potential client. Use their own plain English words and phrases to describe what you do. EVEN if it feels silly to you.