It’s harder to reach customers on the internet, and it’s even harder to make them stay on your website. You need something to capture their attention.
People are assaulted with content wherever they go, including on the internet, leaving them more distracted than ever before. How do you make sure anyone sticks around on your site?
A well-written brand biography statement is one of the easiest ways to capture people’s attention within seconds of their first visit to your site. The Hero Section of your home page should tell visitors who you are and what you’re about with a brief but informative blurb that tells its own story! If you provide them with a solution to their problem, this will give them a reason to stay and explore the rest of your website.
The first impression is the most important one so make it count!
What is a Website Branding Statement?
A website branding statement is a short, catchy sentence that summarizes the brand’s personality and what they want their customers to believe about them. It’s a way to differentiate a brand from its competitors by giving prospects a quick insight into what your site is all about.
It’s a small paragraph in the hero section of your website (the section people see first on your homepage) that gives visitors a brief insight into who you are, what you do, and why they should listen to you.
The statement should be short and memorable, but it should also capture the spirit of your business. A good branding statement will clear up any confusion around what you do and why you do it. It will help customers understand how your service or product may benefit them or solve their problem, as well as how they can expect to be treated by your company if they become one of your customers.
A strong statement reflects the character of your company, its values, and how it operates. It gets visitors engaged and entices them to learn more about you and how you can solve their problems.
A strong branding statement on a website should be original, not just an unoriginal regurgitation of what is already out there.
Suggested reading: Hero Section Best Practices: What Works and What Doesn’t for Your Website
How to Write Your Own Winning Website Branding Statement
What’s the purpose of your website? What makes you different from other businesses in the same industry? What does your audience want to know about you?
Understanding these questions helps to construct a brand positioning statement for your website. To write a powerful branding statement, take into account these questions. You should also look at how other brands in your industry talk about themselves and what their statements say about them.
To create an effective brand positioning statement, you should ask yourself three important questions: Who are you? What do you do? Why should your consumers care about what you do?
How to Find the Right Words for Your Business Website’s Branding Statement?
Your business website’s branding statement is the first impression that you give to your customers. It should be concise and informative and it should showcase your company’s personality and values.
The best way to find the right words for your business website’s branding statement is to put yourself in your customers’ shoes. What do they want? What do they need? What are they looking for on my website?
You don’t want to fill your site with industry jargon, but instead speak in a way that is clear and makes sense for you and your customers.
If you are having trouble finding the right words for your branding statement, there are a number of questions you can ask yourself.
You can also try asking yourself what type of words would resonate with your target audience. For example:
- an educational institution might use words like students, teachers and instructor
- for a restaurant , the words customer, chef and dry aged may be more appropriate
- a life or career coach, may use words like life purpose and north star
- fashion bloggers may use words like “fashionable” or luxurious
A Branding Statement Formula to Help You Get Started
Using simple words, write down the following:
- who you are
- who you help
- what you help them with
- and the benefits they get using your products or services
Now put this into a master statement:
I [help/teach/show/work with] + [who] + [what you help them with] + so they can + [benefits]
Example: I help female solopreneurs build high converting landing pages in under an hour so they can get their products and services in front of the right people 24/7.
Tip: tweak your message so it makes sense.
Examples for a Life Coach
- I am a Life Coach Who Helps Retired Front-line Workers Find Your Inner Voice for a New Life.
- Teaching You How to Create a Life That You Love so You Can Work From Anywhere.
- I am a Life Coach Helping You Find the Courage to be the Person You Want to Be
Examples for a Fitness Trainer
- Helping New Moms of a High Risk Pregnancy Find Their Way Back to the Healthy Lifestyle They Deserve
- Helping You Keep Your Body Healthy and Strong Through Injury Recovery
- A Digital Diary that Teaches You How to Stay on Track with your Fitness Goals (product)
Bonus: In addition to your website hero section, you can adjust this master statement for multiple uses such as your about page and social media bios for Instagram, Twitter and Pinterest.
A good place to start when it comes to creating a powerful website branding statement is to simply write down the first couple of sentences that come to your mind. Don’t worry about getting it perfect or even about making it grammatically correct. Just keep writing. After a while, you’ll have a collection of statements that will start to form the basis for your brand positioning statement. Once you have a few, review them and ask yourself:
- Who are my customers?
- What do they want?
- What do they need?
- What are they looking for on my website?
Keep asking these questions and soon you’ll have a powerful, compelling website statement that describes the unique selling proposition of your website.