written by
J.D. Lindsay

Write In Primal Terms

Your Website Sucks 2019 Websites Writing Marketing 1 min read

Make a website a caveman could understand 🍌

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!

People care about what they want. Not always what they need.

Don't waste your time convincing people why they need what you have to offer. Ask yourself: "why should they care?" Then lead with how you're offering improves their life.

Find what primal desires your website can connect with. Here are just a few:

  • Survival
  • Protection
  • Freedom
  • Comfort
  • Pleasure
  • Relationships
  • Success
  • Likability
  • More here!

Another way to think about this is in the context of storytelling. People respond to situations they can imagine themselves in. Or put another way, things a caveman would understand.

How does this change your website? Tweak you language in a way that communicates the value you bring.

If you find it hard to communicate this, check out some folks who I believe do this well. Here's some primal language in action:*

Norn
The Sill
Breather
Petal
Anywhr

* Special thanks to Miguel Ferreira of HeyNishi for curating these amazing examples of primal language.

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 JOHN TOWNER on Unsplash

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