People want something to believe in—giving it to them makes all the difference in attracting them to your website.
The catch phrase running around the internet to represent this notion of having a message is ‘Your Why.’
Your why is exactly the reason you started your business.
And yes, you started your business because you’ve got a mortgage, three kids, and other bills to pay, but you don’t have to start a business to make money. (You could just get a job and call it a day.)
There was something working inside you, something hungry and fired up that made you jump into this entrepreneur thing to bust a move in a way only you know how.
That thing is ‘Your Why’. It’s also the message that attracts your right people.
Because here’s a bit of truth, y’all: You are your product.
People buy because of an emotional connection. Because some fun fact about your beliefs speaks to their beliefs and desires.
People can get what you’re selling from anyone—but they buy it from you because they like you.
Let’s do an example, shall we?
I’m a copywriter. I write web content for creative women entrepreneurs. But saying ‘I’ve always wanted to be a writer’ isn’t what people care about. Who cares about copy? (Um, no one.) It’s not something people even think twice about.
But they can get excited about this:
I write because every woman deserves the room, space, and freedom to rock their creative talents every single day. Because becoming a wife and mother or working a 9-5 doesn’t mean forgetting who you are and everything you want to become. I write to help women like you realize your dreams of using your creative talent to make money on your own terms, and design a life and a business you adore.
Instant connection with my right people.
Incorporating ‘Your Why’ into your web content showcases your voice and makes you stand out above all the other internet ‘buy me!’ noise. It gives your site visitors something to cheer about, latch onto, and, even better, rave about to others.
Your message should be apparent throughout your website, but some key places to start are the most frequented pages on a site: About page, Home page, Sales or other landing page.
Let people know you’re about more than just your awesome widgets and whatnots. Let them know that you started your business because you care about them, because you stand for something, and because that something could totally help make their lives better.
Tiffany Clarke Harrison is a copywriter for women entrepreneurs turning their creative hobbies into creative businesses. She is an entrepreneur, husband & toddler wrangler, and author of the book Read All Over: the Creative Girl’s Guide to Writing for her Business Website. You can say hello at blahcubed.org, @blah_cubed on twitter, or facebook.