How To Craft The Right Message

Being successful in crafting the right message involves, to a great degree, making use of what your website visitors are telling you with regards to how they are arriving at your website. By using this information, you will be able to customize the experience for them so that you can increase the number of conversions you make.

In the perfect scenario, every single visitor that lands on your site, would be given a custom-tailored experience. However, it is simply not possible to tailor a unique experience for every one of your visitors. This option, unfortunately does not exist. Since you cannot do that, you can consider doing something that is called bucketing. This process involves dividing your website users up into groups. You could divide them up by male vs. female, old vs. young or by business vs. consumer. Or it could be simply done based on the type of things that you know about them, meaning how they arrived at your site. For instance, you could bucket all of those users together who came your site via your Facebook ads. These users would be taken to a different landing page than say those who are coming from Twitter. Bucketing allows you to customize each group's experience.

At times, bucketing is rather straightforward in nature. For instance, if someone is searching on Google using 'ppc management companies' as a search term, then you would want to send them to an ad that is specific to that and which directs them to a specific page on your PPC management site. This is called consistent messaging and you are simply reinforcing the way the user searches. User targeting done in this manner can go far in gaining traffic and conversions which are key to your success.

Crafting the right message also consists of being timely, seasonal and hip. As an example of being seasonal, you probably realize that the typical flower store routinely changes their entire product line according to the seasons and during different times of the year. For instance, during May they sell Mother's Day bouquets and in the days leading up to Valentine's Day, they sell Valentine bouquets. But seasonal messaging obviously does not work for everyone as most people do not have products that change throughout the year.

You can, however, still partake in seasonal messaging by simply adding a few elements to your home page. For instance, during the wintertime you could have something like blue snowflakes in the background and in the spring, a few butterflies or flowers. You may find that seasonal messaging actually helps you increase your conversions as users may view you as being 'hip' by your keeping with the seasons.

In conclusion, listen to what your website visitors are telling you with regards to how they arrive at your site. Crafting the right message involves making their experience on your site a customized one which should result in you making more conversions.


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When communicating with your visitors, it's important that you craft the right message. This is only as complicated as you want it to be, but there are a variety of options for creating a customized message that your visitors will identify with.