Research Note #05
Is This For Me?
Most businesses talk about themselves far too much. Their history, their values, their process, their mission. Before somebody cares about your business, they care about their problem. That's just how people work. People pay attention to information that feels useful to them.
Observation
Most businesses talk about themselves far too much. They talk about their history, their values, their process, their mission, their passion. And while all of those things have their place, they aren't usually the first thing visitors care about.
Visitors are asking a much simpler question: Can you help me?
Before somebody cares about your business, they care about their problem.
Evidence
One of the strongest themes I found while digging through messaging and conversion research was the importance of relevance. People pay attention to information that feels useful to them.
If your website immediately demonstrates that you understand their situation, they're far more likely to keep reading. If it doesn't, they're far more likely to leave.
The StoryBrand Principle
The customer is the hero. Your business is the guide. If your homepage reads like an autobiography, you've got it backwards.
Practical Takeaway
Count how many times your homepage uses the word 'we' versus 'you'. If 'we' wins, your messaging needs a rewrite.