There are around 10 restaurants to choose from, all looking cute and selling that same authentic Italian pizza. So which one is it gonna be? You probably won’t investigate each one, but rather scan and make your decision based on a feeling, the price, atmosphere—whatever it may be.
Alright, let’s snap back to reality before we get lost in pizza daydreaming.
The point is, your website visitors do the same thing when making decisions. They quickly scan your website to see if your content speaks to them. If you sell vegan pizzas, that could be your Unique Selling Proposition (USP). Same as having the widest assortment or the cheapest price in the street.
You need that 1 persuasive element and make this directly visible when people enter your website. Potential customers can then decide whether your offer is interesting for them and if they want to keep scrolling to learn more.
Before writing any content, decide on your USP. Then craft your story using as little words as possible. How can you get your message across using only the most relevant information?
When crafting your web text, ask yourself:
What makes my product or service unique?
Why do people need it?
What questions do website visitors have that I can answer?
What’s the goal (conversion)?
Once you have this clear, we can continue explaining how to communicate this information on your actual website, using the 8 most important website design elements.