How To Make Your Website’s Brand Messaging Better

Your website needs a clear message to grab people’s attention. According to a study in Behavior & Information Technology published in 2011, people only need 50 milliseconds to form an impression of a website. If you can’t deliver a good impression in that period of time, you’re toast.

Even if you scoff at that statistic, another one by MetricHQ suggests that people spend an average of 52 seconds on a website. That’s about the length of an elevator pitch.

I could throw stats at you all day, but the message is clear – your website messaging needs to be clear!

Your website needs to be able to explain what you do, why it’s important, and who you are. And it needs to be able to do this very quickly, always bearing your dream clients in mind. Otherwise, they won’t stay long enough for you to build trust and be remembered.

In this article, I’ll briefly go over the basics of messaging strategy. Then I’ll talk about where brand messaging tends to go wrong and how you can fix it.

Under The Basics of Brand Messaging

If you’re serious about making a personal brand website, understanding brand strategy is a must. If you want to read about this in detail, check out The Ultimate Brand Strategy Guide For Coaches & Consultants.

But for now, I’ll assume you’re in a rush. Here are five basic concepts you must understand in order to communicate effectively with potential customers:

  1. Purpose: You need to be able to clearly articulate why your brand exists and how it helps its clients. This provides direction and meaning to your messaging.
  2. Audience / ICP: You need to be able to write an Ideal Customer Profile (ICP). Or simply put, you need to know who you’re speaking to. That way, you can tailor your message to their needs and preferences.
  3. USP: Your Unique Selling Proposition (USP) sets you apart from competitors. It’s the compelling reason why customers should choose you, rather than someone else.
  4. Brand Voice: This is how you use copywriting to communicate your brand’s personality and values. There are a ton of ways you can do this well, but the most important thing you need is a consistent tone across all communications.
  5. Visual Identity: Visual elements, including your logo, color scheme, and typography, support your messaging by making your brand recognizable and memorable.

Taken together, these elements are the core of any solid brand messaging strategy. What you want to do is define what each of these should look like for you, then start building your brand and seeing how people respond to it.

Build a Habit of Testing & Refining Brand Messaging

Don’t try to make a perfect brand the first time. You can craft an amazing vision in your head that completely fails on execution.

Build a prototype version of your brand. Get it out in front of people and test accordingly. Keep your brand messaging framework flexible so you can incorporate their feedback.

Consistent refinement helps keep your brand message fresh and aligned with your audience’s evolving needs. You need to make this a habit so that your brand remains dynamic and impactful.

Mistakes That Will Ruin Your Branding Pangea Marketing 1

11 Common Mistakes That Derail Brand Messaging

Brand messaging can easily go off track if you’re not careful. Here are some common pitfalls to avoid to ensure your message remains clear, consistent, and effective.

1. Lack of clarity

When your brand message is unclear, your audience won’t understand what you offer or why it matters. This confusion can lead to lost opportunities and disengaged customers. To avoid this, make sure your messaging is straightforward and easy to understand. Avoid jargon and complex language that can obscure your message. Keep it simple and direct to ensure that your audience immediately grasps your core values and offerings.

Easy Step 1: Use a survey tool like PickFu to see if people immediately understand your business without further explanation or context.

2. Inconsistency

Inconsistent messaging across different platforms can confuse your audience and weaken your brand’s impact. You will want to make sure your brand voice, tone, and visual elements are uniform across all channels. That includes your website, social media, and other marketing materials.

Consistency builds trust and recognition. I can’t emphasize this enough. This is how you make it easy for your busy, overwhelmed audience to connect with and remember your brand.

Easy Step 1: Create a brand guidelines document to make it easier to stay consistent.

3. Forgetting about the audience

You need to know what a dream client looks like. Otherwise, who are you really talking to?

Always keep your dream clients in mind when crafting your messages. All your content needs to specifically speak to their needs, preferences, and pain points. This ensures that your audience feels understood and valued, which fosters a stronger connection with your brand.

Easy Step 1: Write an ideal customer profile (ICP) document.

4. Lack of uniqueness

Without a unique angle, no one will be able to tell you and the competition apart. Your Unique Selling Proposition (USP) should clearly highlight what sets you apart. Failing to convey this can make your brand seem generic and unremarkable.

Your USP needs to be something that you do and that others don’t and that your ideal clients need. Once you figure out what this is – and it may take time – emphasize it as much as possible on your website.

Easy Step 1: Write down your USP.

Unique Selling Proposition Diagram
Unique Selling Proposition Diagram

5. Information overload

It’s tempting to try to tell website readers everything about your business. This is a mistake. Bombarding your audience with too much information can overwhelm and confuse them.

Think about your website like you’re designing an airport – people are in a rush, so you need a clear structure that points people where they need to go and tells them what they need to know.

Focus on delivering clear, concise messages that highlight the most important points. Break down complex information into digestible chunks. Use visuals to support your text, making it easier for your audience to understand and retain your message.

Easy Step 1: Find your wordiest page and cut down the word count by 25%.

6. Lack of emotional resonance

If clients land on your pages, but fail to take action, one possible reason is that your messaging just isn’t evoking any emotion. People need to feel like you will fix their problems in some way. Your offers and messaging need to be relevant to your audience’s experiences and aspirations.

Assuming your offer itself is not the issue, focus on storytelling, using relatable language, and addressing pain points. This is more effective than writing in a “generally professional” way that is often taught in school.

Easy Step 1: Find your worst-performing page and A/B test some copywriting.

Mistakes That Will Ruin Your Branding Pangea Marketing 2

7. Inconsistent values

People need to know what your business stands for. When your brand’s values are unclear, it can confuse your audience and undermine trust.

You’ll also want to make sure you live up to your values too. Make sure your values are consistently reflected in your messaging, actions, and customer interactions. The last thing you want to do is be known for customer service while having a 1.8 on Trustpilot.

Easy Step 1: Define and document your core values.

8. Subpar visuals

Visual elements are a crucial part of brand messaging. Avoid using poor-quality graphics, inconsistent color schemes, or unprofessional design. All these mistakes can detract from your message.

Invest in high-quality visuals that align with your brand’s identity and enhance your message. Consistent, appealing visuals make your brand more recognizable and engaging.

Easy Step 1a: Set up a Canva account and browse templates.

Easy Step 1b: Hire a designer.

9. Lack of credibility

You can say anything you want on the internet. People need proof that you’re not making things up.

Back up your claims with evidence, such as testimonials, case studies, and statistics. Be honest about what you can deliver and provide proof of your successes. Be authentic and transparent, and don’t pretend to be something you’re not.

Easy Step 1: Collect and showcase testimonials.

10. Failure to evolve over time

Brand messaging must adapt to stay relevant in a changing market. Failing to update your message can make your brand seem outdated and disconnected from current trends. Regularly review and refine your messaging to reflect new insights, market changes, and evolving customer preferences. This keeps your brand fresh and engaging.

Easy Step 1: Make a habit of reviewing your brand guidelines every year.

11. Lack of clear calls to action

Without clear calls to action (CTAs), your audience may not know what steps to take next. Ensure every piece of communication includes a strong, clear CTA guiding your audience toward desired actions, such as contacting you, making a purchase, or signing up for a newsletter. Effective CTAs drive engagement and conversions.

Easy Step 1: Include a clear CTA in every message.

Final Thoughts

Crystal clear brand messaging is how you engage your audience and win business. This is especially true on your website, where people tend to make snap judgments about brands based on what they see.

Good brand messaging, in many ways, comes down to avoiding common traps. So if you’re not sure how to proceed, come up with the best prototype of a brand that you can. Run that by some people and see how it goes.

If you don’t get everything right the first time, odds are that one of these eleven issues will be the root problem. Then you can address the issues accordingly, and use the feedback to build the perfect brand messaging strategy.

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