You’ve got the target audience. The pain points paragraph. The transformation headline. You did what you were supposed to do. So what’s the problem?
Your site sounds like everyone else’s in your space. Aka, fails to capture the real answer to “why you.”
Like my client, R, the founder of a digital ads agency. R came to me with a site that led with benefit language like, “We get your phone ringing with our ads.”
Did we suddenly pivot 180 degrees for his new site messaging?
No. (Phew.)
But I did push the message of “we get your phone ringing” out of vague promise land and into something truly uncopyable, different-sounding, and believable – because it’s backed up by a philosophy and method (vs. just being an empty promise that, well, anyone could say).
R has a unique approach to ads, where he doesn’t give a shit about any metric but phone calls from quality leads. To the point where he actually tracks, records, and listens to every phone call that comes in through the ads he’s running, so he can optimize for better clients that close. Meanwhile, his competitors are showing off complex reports with upward-trending “clicks” charts that didn’t lead to any tangible business.
This is the message we needed to be plastering all over the site. In plain, conversational language and a logical argument that’s easy to grasp and, crucially, refreshingly new in his space.
***
More and more, I’m seeing that to have an edge in 2026 (in an era of increasingly commodified B2B services), you have to think deeper than, say, 5 years ago:
- Nailing your “here’s what we do and who for” statement is just the starting place.
- Writing a compelling pain points paragraph is old news.
- Your transformational benefit headline is eerily similar to every competitor’s.
- Claiming an industry niche only means you’re now being compared to others with that niche.
- A strong voice or personal brand helps, but tends not to matter as much when it’s time for price comparisons.
To charge more than the average, to get people saying “I need to talk to them (and only them)…” I encourage you to start thinking in terms of philosophy and method rather than purely in terms of pain points and benefits. Like I helped R do.
How do you think things should be done in your field?
How do you approach things differently from your peers?
What pisses you off about the bottom tier of your competitors?
What is the part of your process that you believe is the secret to the results you get?
^ And build your website messaging around the patterns that emerge from these answers.
I offer Part One of my process on its own, where I help you flesh out this stuff, the messaging hierarchy for your site, called the Website Blueprint. In other words:
Website Messaging Process
Part One: WHAT we’re going to say (this is the Website Blueprint!)
Part Two: HOW we’re going to say it (the copywriting and layouts)
Grab a time here to chat and see if The Website Blueprint could be a fit for you (it’s $899).
xoxo, your favorite website freak,
Krista
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