Diane Wiredu is THE person I turn to with any questions on messaging – one of the hardest parts of marketing, in my opinion.
She’s a translator-turned-messaging strategist – and was one of our experts a few weeks ago for The Ultimate Roast of B2B Websites.
Based on what she saw at The Roast, she put together 4 common messaging and copy fails... and tips on how you can fix them:
❌ Lofty, aspirational headlines
What it looks like → “Step into the future of sales” or “Reimagined engineering for the digital world”
A strong hero headline should build curiosity, not confuse. This fluffy, big-vision messaging speaks to investors, not customers. Customers don’t care about you disrupting the industry. They care about what they can do now, and tomorrow. They want low-friction gains.
✅ The fix: Bring your copy down to earth and answer:
- who are you?
- what does your product do?
- what can I do with it?
❌ Structure Chaos
What it looks like → Diving straight into product screenshots without context, or explaining ‘how’ before ‘what’
Successful homepages follow a logical flow that guides prospects through their questions and objections. Messaging hierarchy isn’t just nice to have — it’s crucial.
✅ The fix: For non-category leaders and products requiring more education, start with the pain you solve and why that matters — before diving into ‘how’.
Help prospects feel seen and =understand the bigger value context.
❌ Yes/No question in your headline
What it looks like → “Want the customer insights your teams need all in one platform?”
Pro tip: “never ask a question in a headline that could be answered with ‘no’.” Your copy should keep prospects nodding their head and moving forward. The moment you ask a yes/no questions introduce friction and risk losing trust.
✅ The fix: Opt for an open-ended question or compelling statement with a similar sentiment.
“Get the granular customer insights your team needs — without the manual work”
❌ Placeholder Copy
What it looks like → “modern software for people-centric businesses” or “What is [product name]?
Placeholder copy reads like a first draft that should have never made it onto the page. Remember: website visitors scan read. Every headline and crosshead should pack a punch, so readers take away key points without reading the body.
✅ The fix: Don’t waste headlines on vague messaging or generic ‘introductory’ copy like ‘Testimonials’.
Instead, try:
- addressing specific objections
- highlighting concrete examples or stats
- showcasing your unique value
These are just a few tips from Diane that'll majorly help your messaging on any page.
She shares a ton of great tips, so make sure you follow her on LinkedIn!
