Business Basics

When content determines the design of your website, it follows that your content really needs to be polished and well thought out.

Your website will tell a story to the people who visit your site. You aren’t the main character; your clients/customers are. 

The practical pain point is often the one you think of first, and it’s probably the main issue your product/service/etc. aims to address or the reason it was created.

If pain points are the problem, then your value proposition is the solution, the path forward, the wise advice, the answer.

An ideal customer profile serves as a stand-in for your actual website visitors when you’re thinking about the content for your website.

A company’s tagline is usually one of the primary things they are recognized by, and it serves to represent the brand in a compelling and memorable way. 

If you’ve never heard of an elevator pitch, the idea is pretty simple: it’s a short and succinct summary of your business, service, or product that could be delivered to a new acquaintance during a short elevator ride. 

While you should absolutely have a voice that you use for emails that come directly from you, LinkedIn posts, etc., your business/organization should have its own voice that is separate. 

You only want to choose one primary goal for your website; if you try to achieve more than one thing, your website is more likely to be ineffective or confusing.