🖥️ 3 Rules You Can't Ignore for Your Website

Hi Reader,

Have you ever visited a business's website and just... felt lost? Maybe it's cluttered, maybe the message isn’t clear, or it just doesn’t resonate. And you think, “If I were in charge, I'd do it differently.” But sometimes, without even noticing, we make similar slip-ups on our websites.

Here's what I've learned: in our quest to create the “perfect” website, we can easily overlook the actual needs of our audience. So, after 20+ years of building websites and managing over 10,000, I’ve narrowed down three non-negotiable truths for website marketing:

1. It’s Not About You.

Sounds harsh, I know. You’ve poured hours, days, even months into your business, and naturally, you want to share your journey. But the sooner you understand this, the better. Your potential customers aren’t interested in you. They care about how you can help them. Every marketing message, therefore, should be viewed through the lens of the customer. What do they want to hear? How can you present your solution in a way that speaks directly to their needs?

2. They Will Only Buy the Transformation.

People aren’t buying a product or a service. They're buying a better version of themselves, an improvement, a transformation. If you're selling fitness gear, they aren't just buying a resistance band. They're investing in the dream of toned arms, better health, or the confidence that comes with it. Your website needs to tap into that aspiration. What will life look like for them after they've engaged with your product or service?

3. They Will Not Do the Work to Discover That Transformation.

You could have the best product or service in the world, but if a potential customer can’t quickly understand how it benefits them, they'll move on. We live in a world overflowing with distractions. You have a single moment to grab attention. So, keep things straightforward. Spell out the transformation you're offering, making it impossible to miss.

The bottom line? Don’t get too caught up in the flashy designs and animations. The success of your website comes down to truly connecting with your audience and making the transformation clear.

With that in mind, I'd love to hear from you directly. Please take a moment to answer this quick poll:

I appreciate your input– it helps make sure these emails are relevant and valuable!

Best,

Jono