Boost Conversions: Focus on Messaging Before Design

Boost Conversions: Focus on Messaging Before DesignBoost Conversions: Focus on Messaging Before Design

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Jordan Ryskamp

pro

• Mar 5

Most businesses think their problem is bad design when the real issue is unclear messaging. A beautiful site with muddy positioning still converts poorly.

Before you brief a designer, ask: Can you explain what you do in one sentence? Does your homepage pass the five-second test?

If the answers are no, design won't save you.

Fixing messaging is cheaper and faster than a redesign. You can rewrite your homepage in an afternoon. A redesign takes weeks and costs thousands.

Strategy before design. Always.

I've seen companies spend $15K on a redesign and still get confused responses. The design was gorgeous. The message was vague.

Start with clarity. Test the words before you touch the layout.

informationarchitecture brandmessaging strategicdesign

Feroj Ahmed (Framer Expert)

• 2d

Are there any frameworks that you follow?

Jordan Ryskamp

pro

• 1d

Hey @Feroj Ahmed (Framer Expert)! Yes, my two favorite frameworks are Brand Strategy Fundamentals from Anneli Hansson (www.thefutur.com/brand-strategy-fundamentals) and the Storybrand Messaging Framework (I was a guide for 4 years with them but I'd recommend just reading the book and you'll get most of the value through that).

thefutur.com

Brand Strategy Fundamentals

Learn to facilitate workshops with a proven brand strategy framework and become your clients’ go-to for solving their big business problems. Take the course to learn the fundamentals of brand strategy and add on the live workshop to gain experience with the process and problem solving through a real client brief.