Don’t lead with your values on your website (probably)

We actually care

We don’t treat our clients like a number

We’re ethical

We lead with compassion or purpose

Respectfully, I no longer let my website messaging clients tell me that values like these are their differentiators.

It’s not that they’re not true (um, I hope they are!). But after doing website messaging overhauls for the past 7 years, I’ve come to realize something ↓

Your values cannot be the selling point your website leads with.

Here’s why:

• If no one would happily disqualify themselves upon hearing it (“That’s great for you, but my business is not ethical, so it’s not a fit”)
  
• If most people wouldn’t pay you more than average because of it (“Oh, you’re compassionate? That makes it worth paying more”)

… then it’s not enough to get folks to choose you over someone else. Especially when you’re not the cheaper option. Most values are just too universal.

**

So how come so many of us end up with vague values messaging like this?  

I have a few theories.

1. In a brand strategy document, fluffiness can get missed.

“We are different because we actually care” often feels strong and true — and frankly, like the most accurate thing you could possibly say about your agency.

And it’s not until you put it into practice with client-facing copywriting that you realize the problem.

Every argument you try to construct around something like “we care” almost feels silly, like:

• “Hire us because we won’t deliver subpar work or ghost you!”
• “Pay our premium rates because we won’t treat you like shit!”
• “Choose our agency because we won’t defraud you!”

Client response: “Uh, I would hope so???”

2. Clients tell you the fact that “you care” is the thing they value most.

I’ve done hundreds of interviews with my clients’ clients. And they all say this. So obviously, we’re supposed to listen to our ICP, right? This is clearly the message!

Alas, no, not with this particular thing. While your clients might currently value your integrity a great deal, that trust wasn’t there when they made the initial decision to hire you! It couldn’t be because it’s built over time.

Listening to your ICP is an exercise in discernment. What matters at the moment of decision?

3. Universal messaging like “we care” is safe.

You’re not going to turn anyone away with a message that aligns with the values we all hold. You probably won’t stand out either.

But, hey, this is human. It feels worse to lose something than it feels better to gain something — “We are more upset about losing $10 than we are happy about finding $10.”

So we have to fight the urge to pull back and play it safe. We have to take a risk in saying, “No, here’s what we do differently, and if you don’t want that, then walk away.”

**

The ultimate purpose of your website is to get your ICP to read it and choose you. Even when you’re more expensive. Unfortunately, saying something like, “We care!” isn’t going to cut it.

If you want to showcase your values, put those values to work on your About page. Let your home page (and most other pages) hammer home your real differentiators.

xoxo, your favorite website freak,

Krista

 P.S.  When I work with clients, I guide them through two big chunks: 

1. WHAT we’re going to say (where I make sure we anchor your website messaging around differentiators that are big enough)
    
2. HOW we’re going to say it (the copywriting)

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