written by
J.D. Lindsay

Talk About What Actually Matters

Your Website Sucks Websites Writing 2 min read

Understand your website visitors 👀

Hey, thanks for visiting the blog! Quick heads up - this is a micro-post in a long running series called Your Website Sucks - Let's Fix That. If you find what's written here useful, check it out!

Understand your ideal customer better than they know themselves.

Good writing comes from understanding your audience. Know who you're talking to, and you can speak with relevance.

How do you know you've achieved this? Understand your ideal customer better than they know themselves. Once you achieve that, you'll be perfectly positioned to speak to them persuasively.

One great way to understand your website visitors is a tool like Hotjar

Beyond the Principle

To start, get in the mindset of your average website visitor. Ask yourself: "why should I visit this website?" If your website offers something of value, the answer is easy.

Of course, offering value is not straightforward. And communicating value can be just as difficult. Start with simple questions:

  • Who is the product/service for?
  • What is their main struggle/problem?
  • How will we help them overcome that difficulty?
  • What does their life look like afterwards?

By asking yourself the right questions, you can narrow down what your customer will best respond to. And with practice, you can generate solid copy for your website by simply answering good questions. For instance (for my own business)...

  • Who is the product/service for? Small businesses and creative folks.
  • What is their main struggle/problem? Building a website is hard.
  • How will we help them overcome that difficulty? Gorgeous designs, great writing, and competitive pricing.
  • What does their life look like afterwards? Beautiful website that sell on their behalf.

If you've answered these questions well, the answers will be short and simple.

Other examples of good questions from Justin Jackson

Going Further

What else? Look at the writing on your website, and eliminate anything that isn't relevant to a potential customer. It's common sense - only keep things that are useful!

For those who want to take this approach further - get in your audience’s frame of mind Ask yourself - "Why do people visit your website?" It’s usually for multiple reasons: to see what you're about, where you’re located (address), to find a contact form, to compare you with a competitor, and if you’re lucky — to do business with you!

Brainstorm all these reasons, and make sure your website makes each intent easy to fulfill. A common frustration for website visitors is not being able to find what they want. Your website is a first impression, and must be a friction-less experience.

Thanks for reading! Want to learn more? Subscribe to my personal newsletter:

This series of articles is constantly evolving and always open to improvement. If you have any thoughts don't hesitate to reach out. Feel free to drop me a note at [email protected]

Need help with your website? Check out my portfolio, or give me a shout!

Cheers, 🍻

- Josh @kraahkan

Cover photo by NOAA on Unsplash

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