I’m working with a client, J, whom I first helped back in 2021. We’re revamping her website messaging again now.
Not because J’s business or audience has changed much, but because the market around her has.
Two big shifts since 2021:
- The market is more crowded.
- Buyers have gotten savvier. They feel more confident comparing options and making their own decisions.
This client is in the career space — LinkedIn, resumes, job searches — but I’ve seen the same thing happen across premium services in B2B and B2C.
Back in 2021…what worked was what I call “messaging 101″:
- Identify your clients’ pain points
- Spell out the outcomes you deliver
- Structure your homepage as: Problem → Who it’s for → The outcome you can expect.
This was enough to stand out then, because few competitors were doing it well. Clients felt seen and understood. And that was huge.
But now in 2025…
Most competitors are doing Messaging 101, and they’re doing it well.
Which means:
- You and your competitors are often promising the same things
- You’re speaking to the same pain points
- For premium providers, prospects struggle to understand why you’re worth the higher price, longer wait list, or more in-depth process
In this client’s example, if everyone is saying, “We’ll help you land your dream job faster,” how do clients decide who’s the right choice?
Here’s what I’m doing for J’s site to stand out and make the case for “why us” in 2025. We’re wrapping everything around her edge:
- The proprietary expertise her competitors can’t claim
- The methodology that’s unique to her
- The results and credibility that set her apart
This is stuff that if a competitor tried to copy, they’d be lying.
My philosophy: Your website is a bottom-of-funnel sales tool. It’s the closer.
If your ideal client is comparing your site and a competitor’s side-by-side, they should be able to:
- Clearly see the differences
- Understand why your price is higher
- Feel, “I want you, not just anyone who does this”
We’re rebuilding her messaging to achieve exactly that, and I’m excited to see the results.
If 2025 is the year you want your website to move past Messaging 101 and truly stand out in a crowded, savvy market, reply to this email to get on my radar.
xoxo, your favorite website freak,
Krista
P.S. Click below to watch the video instead ⬇️
