B Y   T O M   T O R T O R I C I   

There’s a lot you need to convey to your website visitors. They’re more likely to absorb it all if you take a layered approach.

You know your company. You know your product. You know your advantages, your process and your intended outcomes. First-time visitors who have just landed on your company site, though, know none of these things.

If you want to draw them in rather than confuse or overwhelm them, consider telling your brand story four times. Each iteration is centered on the same core themes. But each one successively reveals more of the brand story you want to tell.

Layer 1: The Home Page Banner

Whatever you call it, Value Proposition, Unique Selling Proposition or Brand Message, it should be the first headline that people see when they find themselves on your Home page. This ‘short version’ of your brand story can be supplemented by an additional bit of core messaging either inside the banner, just below it, or both.

Layer 2: The Entire Home Page

Construct the rest of your Home page to fulfill two purposes. First, to expand, explain and apply that main brand message. And second, to introduce visitors to your deliverables, your company, your work samples, and other topics. Make each block a succinct, high-level overview that makes them curious enough to click the link to a dedicated topic page.

Layer 3: The Number Two Page

I call it the Number Two page because it’s where we generally want to send new visitors to after they read our Home page. Link to it from a prominent button near the top of the Home page that says Learn More, How It Works, or Our Approach. Since we want to keep our Home page from excessive wordiness, here’s where we get to explain things a little further, including what to expect from working with us.

Layer 4: The Entire Website

The full version of our brand story is told throughout the full website. Dedicated topic pages help visitors dive deeper. But be sure to reinforce and tie in the core themes you started with. This continuity and sense of central purpose helps visitors internalize – and remember – specific positives to associate with your brand.

Telling our brand story is harder than it seems.

Why? Because we’re all too close to our own business to see ourselves as others (such as prospective customers) see us. Quite naturally, our perspective reflects our role as company insiders with something to sell. Unfortunately, that’s miles away from the point-of-view of people out there with an issue to solve.

Need help ‘translating’ your website from company-speak to customer speak?

I’m Tom, and that’s what I help businesses with every day. Give me a call at 770-934-7861 to talk about how smarter, fresher website messaging can help you genuinely connect with – and convert – your best prospects.


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Tom TortoriciAbout the Author:  Tom Tortorici is an Atlanta copywriter and web content writer who helps companies make a genuine connection with their audience. His classes and conference presentations have focused on how writing, strategy and design can work together to grab attention and interest even among readers with short attention spans. In addition to working directly with businesses, Tom regularly partners with web designers and marketing agencies.

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Tom Tortorici Inc. | Tom@TomTortorici.com | 770-934-7861 | 3101 Rockaway Rd | Atlanta GA 30341