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! 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. So, don't waste your time convincing people why they need something. Ask yourself instead, "what do they want?" Then lead with how what you are offering addresses that want.

Once you know the core value of what you’re offering, communicate it in a way we can all understand. Think about what primal desires your website can connect with:

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

By writing with the lens of the human experience in mind, people can easily understand the meaning and value of what you do. We all respond to situations we can empathize with, and ultimately imagine ourselves in. Great marketing lives in this space - telling stories a caveman could understand.

How does this change your website? Always be tweaking your writing in a way that communicates the value you bring. If you find this abstract and perhaps hard to communicate, look to people who do this well. Here are some websites I like that show primal language in action:*

The Sill

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

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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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