The Secret to a Website That Connects and Converts
Have you ever felt like your website just isn’t pulling its weight? You’ve poured effort into creating it, but something feels off. Visitors stop by, but don’t stick around. Inquiries are few and far between. If this rings true, the issue may not be your services or design—it could be the message you’re sharing.
For nonprofits and small businesses, this problem is more common than you think. Whether it’s a jumble of insider terms or a lack of focus, unclear messaging can leave your audience confused about who you are and what you do. Ultimately, when people don’t understand how to take action, they won’t give you any more of their time.
Here’s the great news: A clear, focused message can turn things around. By crafting a message that resonates, you’ll capture attention, keep visitors engaged, and inspire action. And the StoryBrand framework is a proven tool to help you make it happen.
Below, we’ll cover the signs that your website might be due for a messaging overhaul, common mistakes to avoid, and how StoryBrand can help you create a website that truly works for you (and, more importantly, your ideal clients).
Why Clarity Is Key
Your website isn’t just another digital asset—it’s often the first place potential supporters or customers meet your organization. Whether you’re advocating for a cause or running a small shop, your message has to hit home right away. Unfortunately, many nonprofits and small businesses unintentionally confuse their visitors.
For nonprofits, the challenge is typically tied to showing the real impact of your mission without overloading visitors with details or complicated language. Do people immediately understand the “why” behind your work? Are they inspired to get involved, or are they left unsure of what you actually do?
Small businesses face a different but related struggle. When trying to juggle multiple offerings, highlight your unique value, and tell your story all at once, the message can get lost. Potential customers need to quickly see how you can solve their problem—and why they should trust you to do it.
This is where the StoryBrand framework steps in. It helps you build a clear and compelling narrative that draws your audience in. By focusing on their needs and positioning your organization as the guide, you’ll create a connection that drives action.
For nonprofits and small businesses alike, clarity isn’t optional. It’s what turns website visitors into supporters, customers, or donors.
3 Website Messaging Red Flags
Not sure if your website is working as hard as it should? Many organizations don’t realize there’s a problem until the analytics tell the story—or until frustrated visitors bring it up. Here are three clear signs your message needs refining:
1. Your Bounce Rate Is High
If people leave your website as fast as they arrive, it’s a sign that something isn’t landing. Whether it’s confusion about what you do or a lack of clear direction, visitors who don’t understand your message won’t explore your site.
2. Your Content Is Overwhelming
It’s easy to assume that more information is better—but too much detail can overwhelm your audience. Check to see if your message is heavy with industry jargon or crammed with unnecessary details. The content on your website should always put clarity first.
3. Your Calls to Action Are Weak or Missing
When someone visits your website, do they know what you want them to do next? Donating, signing up for a newsletter, buying a product—whatever it is, your call to action (CTA) needs to be clear and direct. If visitors have to guess, they’ll likely move on.
If any of these red flags sound familiar, don’t worry—you’re not alone, and these problems are fixable.
How StoryBrand Can Transform Your Message
An unclear website message is like handing someone a blurry map—it’s hard to follow, and most people will give up before they find what they’re looking for. The StoryBrand framework, developed by Donald Miller, offers a simple way to sharpen your message and make it irresistible to your audience. Here’s how it works:
Define Your Audience’s Problem
Your visitors aren’t coming to your site to learn about you; they’re there because they have a problem they want solved. The StoryBrand framework starts by identifying that problem. From donors looking for a cause to support to customers needing a product that fits their budget, your message should address their needs immediately.
Position Your Organization as the Guide
In the StoryBrand framework, your audience is the hero of the story—you’re the guide. Show them you understand their challenges and highlight your expertise in solving them. For nonprofits, this might mean sharing testimonials or success stories that show your impact. For small businesses, it could be showcasing customer reviews or your years of experience.
Simplify Your Message
When in doubt, keep it simple. Use clear, direct language that avoids jargon or unnecessary complexity. Focus on what matters most to your audience—how you can help them, why you’re the best choice, and what they need to do next.
Use Strong Calls to Action
A strong CTA is like a signpost showing visitors where to go. Whether it’s “Donate Today,” “Schedule a Consultation,” or “Shop Now,” your calls to action should be specific, visible, and easy to follow.
When you follow these principles, you’ll turn your website into a tool that not only looks good but also works hard to drive the results you need.
Final Thoughts: Clear Messaging Drives Results
Your website has enormous potential to grow your impact—but only if your message is clear. For nonprofits and small businesses, where every visitor counts, a clear message can mean the difference between missed opportunities and real growth.
When visitors land on your website, they should instantly understand who you are, how you can help, and what action they should take next. If your message isn’t hitting the mark right now, it’s time for a change.
At Evan Cox Consulting, we specialize in helping nonprofits and small businesses refine their messaging and create content that converts. Together, we’ll develop a website that resonates with your audience and inspires them to take action.
Ready to make your message work harder? Schedule a free consultation today.
Because when your message is clear, your mission—and your organization—can thrive.
