- Video
'We provide bespoke solutions' isn't an actual job
Imagine a shop with no signs and no prices, and somebody behind the counter asks if you'd like to buy a bespoke solution.
▶Play the video: 'We provide bespoke solutions' isn't an actual jobSomebody lands on your homepage and scrolls. Fifteen seconds in, they still have no idea what your business does for a living.
At the top it says something like “we’re passionate about putting our customers at the centre of everything we do”.
That’s like walking into a shop with no signs and no prices, and the person behind the counter says, “We provide bespoke solutions. Would you like to buy one?”
Bespoke solutions for what, exactly?
Nobody would put up with that in a shop. They’d walk out. On a website they do the same thing, only faster, and you never find out they were there.
Every business thinks it puts customers first. Saying it doesn’t tell anybody what you sell, who it’s for or whether they’re in the right place. The top of your homepage should answer that before anything else. If yours doesn’t, here’s how to write a better headline.
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Read the full transcript
And yet you sat there scrolling the home page and scrolling and 15 seconds in you still have no idea what this business actually does for a living. And then at the top of the home page it says something like we're passionate about putting our customers at the center of everything that we do. That's a little bit like walking into a shop that has no signs, no prices, and someone behind the counter says to you, we provide bespoke solutions. Would you like to buy one? Okay, bespoke solutions for what exactly?