Writing Clear Business Messaging (What You Do + Who You Help)

Learning Objectives

• Understand how to clearly express what your business offers.
• Identify the audience you serve and the problems you solve.
• Craft a strong value statement (your “Core Message”).
• Write homepage headlines that convert.
• Use consistent messaging across your entire website.

Why Clear Messaging Matters

Your website has only a few seconds to communicate what you do. Confusing messaging leads to lost visitors and fewer conversions. Clear messaging helps you:

• Attract the right customers.
• Stand out from competitors.
• Reduce bounce rates.
• Increase leads, calls, or purchases.
• Build trust and professionalism.

Core Elements of Clear Business Messaging

• What You Do: The service or solution you provide.
• Who You Help: The specific audience you serve.
• The Outcome: The transformation or benefit your customer gets.
• Why Choose You: What makes your business unique.

The Core Message Formula

Your Core Message should be one clear sentence. Use this formula:

We help [specific audience] with [specific problem] by providing [your service] so they can [desired outcome].

Examples

• Home Services: “We help homeowners keep their homes safe and efficient with fast, reliable HVAC repair services.”
• Coaching: “I help busy entrepreneurs get unstuck and grow their businesses with personalized coaching.”
• Web Design: “We help small businesses build modern websites that attract clients and generate leads automatically.”

Homepage Headline Structure

Your homepage hero section should communicate your Core Message in 1–2 lines. Use this framework:

Headline Formula

• What you do (simple, clear)
• Who you help
• The outcome they want

Examples

• “Website Design for Small Businesses That Want More Leads.”
• “Reliable Electrical Services for Homeowners in Brisbane.”
• “Professional Coaching to Help You Build Confidence & Reach Your Goals.”

Follow your headline with a brief subheading that expands the benefit.

Crafting a Strong Subheadline

Your subheadline supports your headline and gives visitors more clarity.

Subheadline Formula

In one short sentence, explain how your service helps and why it matters.

Examples

• “We build fast, modern websites designed to convert visitors into customers.”
• “Get same-day electrical repairs from a licensed and trusted local team.”
• “Start making confident decisions with personalized support and guidance.”

Defining Your Ideal Audience

You must identify who your message is for. Ask:

• Who benefits most from my service?
• What problems or frustrations do they have?
• What do they want most?
• What is blocking them from achieving it?

Audience Example Profiles

• Homeowners needing trustworthy local services.
• Entrepreneurs who need help growing their business.
• Parents searching for safer or more convenient solutions.
• Businesses looking to upgrade online presence.

Communicating Benefits, Not Just Features

Customers care about outcomes, not technical details.

Convert Features Into Benefits

• Feature: “We offer 24/7 support.”
  Benefit: “You get fast help anytime you need it.”
• Feature: “We build responsive websites.”
  Benefit: “Your site looks great on any device.”
• Feature: “Certified technicians.”
  Benefit: “You can trust the job will be done right.”

Messaging Framework for Your Website

Use this structure across your homepage and service pages:

1. Headline: What you do + outcome.
2. Subheadline: Short explanation of benefits.
3. Who You Help: Your audience and their situation.
4. What You Offer: Your core services or solutions.
5. Why Choose You: Proof, unique value, trust elements.
6. CTA: Clear next step (“Contact Us”, “Get a Free Quote”).

Common Messaging Mistakes to Avoid

• Using jargon your audience doesn’t understand.
• Writing long paragraphs instead of clear statements.
• Talking only about yourself instead of your customer.
• Being vague (“We help businesses succeed”).
• Trying to speak to everyone (which results in speaking to no one).

Activity: Write Your Core Message

1. Define your audience (who you help).
2. Define the problem they face.
3. Write a simple statement explaining what you do.
4. Rewrite it using the Core Message Formula:
   We help [audience] with [problem] by providing [service] so they can [outcome].
5. Write a homepage headline and subheadline using your new message.

Deliverable: Submit your Core Message, headline, and subheadline.