The point is that it’s not just bad design; it doesn’t get the message across. I have no idea what this company does by viewing their homepage. It’s not bloated like the others, but it doesn’t explain what they do. I get no overall message about the business, other than the fact that they have a poor website. And because that’s all I know about them, it means that I am not judging their business favorably.
You’ve now seen both good and bad design and how it impacts the visitor’s opinion of the business. Some websites do a good job of broadcasting their message/VP, while others fail. Can you guess which ones took more time and effort? The ones that get their message across and take more time and effort clearly have better results.
Now let’s take a look at how you can find your VP.
Finding Your Message
Why did you start your business? What was missing in the marketplace before you entered? What major advantage does your business have over the others? All of these are questions you should be able to answer, and they will help you form your VP.
Here are some examples of VPs and the messages these brands get across:
- Wal-Mart: Lowest prices
- Duracell: Most dependable batteries
- Mint: Free online money management
- Verizon Wireless: Biggest 4G LTE Coverage
- Southwest Airlines: No bag fee
- Netflix: Stream movies instantly
- Discover Card: Get 5% cash back
These brands have messages that tell why they deserve your money over any of their competitors. It’s what they (in their own opinion) do best.
What do you do better than anyone else? Why do people use your services? Answer these questions, and you’ll have your VP and main message for your website.
Any questions or comments? Let us know in the comments!
About the Author: Zach Bulygo is a blogger, you can follow him on Twitter @zachcb1.