If Your Homepage Headline is Unclear, Who’s Running Your Website?

“Cost-optimized technology and innovation to help your business thrive”.

This is the homepage headline of a successful B2B company.

Any idea of what it actually does?

Let’s check out the About page

“[company name] helps its customers build the commercial and technical foundation for a successful and secure cloud-first, digital transformation journey.

With a global team of accredited experts, we assist our clients with services to plan, rightsize, optimize, manage, and innovate their IT estates throughout the entire lifecycle.”

Well, the picture is a little more clear but it’s still obtuse.

It’s not until lower on the About page that the real story emerges.

“We help clients select the best solutions for their business needs and budget to thrive and innovate with software, cloud, data, and AI.”

The company, Crayon.com, appears to be doing well and employs 2K employees.

Yet, its messaging is arguably mediocre. It oozes with industry marketing-speak and vernacular.

There are a few ways to assess Crayon’s messaging.

- Messaging doesn’t matter if your product solves a problem.

- The messaging resonates with Crayon’s target audience, and that’s all that matters.

- Crayon could be doing even better if its messaging was better.

Personally, I believe messaging (and positioning) are more important than ever.

Without it, you’ll be outflanked by rivals that do a better job of telling the world what they do, who they serve and how they’re unique.

Here’s a simple way to tell if your Website messaging works:

Ask someone to look at your Website for 10 seconds.

If they aren’t crystal clear about what you do and who serve, you have a major problem.

I’m curious about whether I’m being harsh about Crayon or calling it like it is.

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