Of all the items featured prominently on a company website, messaging is perhaps the most debated. Rightfully so.
To give you an idea of it’s importance, it’s common to see simple messaging tweaks drive conversion rates up or down by 10%. And I’ve seen larger, more effective changes literally quadruple conversion. The right messaging has the ability to improve your conversion by 400%. The problem though, is that most companies – software companies in particular – are absolutely horrible at crafting their own messaging. In fact, this has become such a common problem amongst the companies that I’ve worked with that I thought it wise to write this post.