If you are a healthcare tech or life sciences company that does innovative work, you’ve probably spent a lot of time with a designer to produce inspired web design. Maybe even more time than what you’ve spent on your products and services.
When you are trying to share your narrative online, it’s important that you don’t overlook the web messaging. Web messaging is a critical detail that can either help generate leads or result in a higher bounce rate.
Clarity is in our name, and we believe it should also be in your web messaging.
Why is it so vital?
So, why is it so vital to have clarity in your web messaging? When it comes to developing your website and writing copy, if you write copy that is too generalized, no one will understand what your objective is.
Your website should be all about your target customer. Ask yourself these questions:
- Is there clarity around who your products will help?
- Is there clarity around how you will help your customers?
- Is there clarity around who you are, why your customers should care, and why they should contact you?
- Is there enough clarity on each page of your website so that customers know what the next steps are?
You should know your business model well enough to answer these questions. If your web copy is very unspecific, you will answer “no” to all of these questions, and you’ll have a lot of work to do.
How do you create web messaging with clarity?
How do you create web copy that has clarity in its messaging? Hubspot recommends creating clarity by working on making your content easy to understand.
Hubspot outlines the process for making your content easy to understand by recommending a set of methods that you can use to write web copy with more clarity:
- Know what you want to say.
- Know who you’re talking to.
- Define unfamiliar words.
- Create a sentence outline.
- Write one-sentence paragraphs.
- Make your sentences short.
- Don’t use long words.
- Leverage writing tools.
- Be consistent.
There is a lot of content produced for the web, and unfortunately, a lot of it lacks clarity.
However, suppose you can take a step back and put some thought into making your objectives easy to understand for your target audience. In that case, you’ll be that much closer to getting them to see the potential benefits they can gain by contacting you.
Taking the next steps towards clarity in web messaging
Inserting clarity in web messaging is essential. When you focus on it consistently, it can build a foundation that will allow you to improve your digital marketing strategy.
A focus on clarity leads to messaging and positioning across multiple channels that align with your target audience’s pain points.
So how can your company get started revamping your web messaging for clarity?
You can spend a ton of time going through every single page on your website and hope that you get it right, or you can hire a B2B healthcare marketing agency like Clarity Quest.
