Every person I’ve worked with on a website or landing page tells their self a story — a story about what they think the page or site is supposed to be.
Typically, that story is about what their organization ought to communicate. But the organization’s website isn’t intended for the organization, right?
Start with these questions:
What job should our home page do for the right visitor?
Answer that question. Then make sure the home page does that job.
What job should our about page do for the right visitor?
Answer that question. Then make sure your about page does that job.
What job should this landing page do for the right prospect?
Answer that question. Then make sure it does that job.
What job should this email do for the right lead?
Answer that question. Then make sure it does that job.
What job should this social media update do for the right person?
Answer that question. Then make sure it does that job.
Everything you communicate should do a job — a job that connects you and your organization with the people you’re hoping to serve.
Your job is to figure out what that job should be.