People will talk about your business.
In 2025, few businesses can sell without communicating with their audience. If you don’t tell your story, other people will do it for you through social media and online reviews.
Own your digital presence and control the conversation around your brand.
The best way to do that is with your website.
There are three specific questions you must answer to tell your brand’s story effectively.
- What do you do? Describe your products or services in terms your audience will understand.
- What makes you different? Find, share and explain your “superlative” — the thing that makes you stand out from your competitors.
- Why should your audience care? As David Ogilvy said, the brand that wins is the one that states its benefits most clearly. Define the benefits of working with you over everyone else.
The answers to these questions need to show up on your website in several different areas.
- Home page. Your story must be “above the fold,” before someone scrolls. Clarify what you do, what makes you different and why they should care.
- About page. Often the second most-visited page on your site. Go in depth on your story — the people, the history, the mission — so people understand how you’re different.
- Gallery page. Create a gallery page for any business where seeing the end result showcases your expertise and how the audience benefits from working with you. Think home remodeling, dentistry, wedding dresses, automotive repair, bakeries ….
- Blog. Blogs are still powerful tools to build authority and engagement. Use a blog to share much-needed expertise (think tax, legal, fitness or education advice) and generate traffic and prospects for years.
- Testimonials/Client Success page. Let your customers do the talking. Testimonials let them highlight specific areas where you stand out and provide social proof.
If you don’t tell your story, someone else will tell it for you. Own your digital presence and control the conversation around your brand.
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Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services