A couple of years ago there was a trend on the platform formerly known as Twitter to ‘badly explain what you do for a living’. For example ‘I help people out of people’ or ‘I ask people to smile while I shoot them’ were the midwife and the photographer in a sea of state-sponsored drug dealers.
As humourous as it was, imagine using these explanations as the headline of your website. Business would probably be slow.
Vague headlines make it harder for your customers to instantly understand what you do, how it will benefit them, and how they get it.
Put yourself in the shoes of your potential customer. They have a problem that you can solve for them. How are they going to find you? How are they going to know what you do, how it will benefit them, and how they get it?
The chances are your customers will Google the problem they have. For example, if their boiler is broken they might search ‘Heating engineer in Birmingham’. If Mr Midlands-Based Heating Engineer has a web header that says ‘Stay warm and cosy this winter’ he is decreasing his chances of being found. He could use those words later on but right now his customer needs a ‘heating engineer in Birmingham’ who can 'fix a broken boiler'.
So, what would your potential customer be Googling to find you? Put those words in your web header. Be clear and simple.
At Simple Story Marketing we organise good words for people to understand before hitting a button. We also help purpose-led businesses bring change with simple, story-based marketing; content for your website, social media, and email campaigns that connect with your customers.
