Why Your Website Deserves More Attention Than Your Latest Campaign

As marketers, it's easy to get caught up in the excitement of launching the next big campaign—whether it's a social media blitz, an email blast, or a promotional push. These efforts are vital, but there’s one key asset that often doesn’t get the attention it deserves: your website. While campaigns are temporary, your website is always "on," representing your brand 24/7. In this issue of Product Marketing Weekly, I want to highlight why your website deserves more focus and how refining your website’s messaging can be more impactful than any campaign.

This idea was heavily inspired by an excellent article I recently read by Garrett Jestice , a seasoned marketer who runs a fantastic newsletter called GTM Foundations. Garrett's guide on running a website messaging workshop provided a lot of insight, and with his permission, I'm sharing some of those ideas here, along with my own perspective. If you’re interested in deep diving into this topic, I highly recommend reading Garrett's original article and subscribing to his newsletter: Guide to Running a Website Messaging Workshop.

The Overlooked Power of Website Messaging:

Your website is the cornerstone of your brand’s online presence. It’s the place where potential customers go to learn about your product, your values, and why they should choose you over the competition. Every visitor—whether they arrive through a well-crafted campaign or organically—will engage with your website’s messaging. And unlike campaigns, which are fleeting, your website is a constant. It’s your most valuable real estate, working around the clock to represent your brand.

But here’s the thing: all too often, marketers focus so much on external campaigns that they neglect to regularly refine and align their website messaging. This can lead to a disconnect where your campaigns promise one thing, but your website fails to deliver the same consistent message. Even the most effective campaign can fall flat if the website it drives traffic to doesn’t clearly and consistently communicate your brand’s value.

Garrett Jestice's Guide to Running a Website Messaging Workshop:

Garrett Jestice’s article provides a clear and actionable guide to running a successful website messaging workshop—a process that is crucial for ensuring your website’s messaging is on point. Here’s a quick summary of the steps Garrett outlines:

• Step 1: Preparation: Gather key stakeholders and review any existing messaging or brand documentation.
• Step 2: Define Objectives: Clearly outline what the workshop should accomplish.
• Step 3: Workshop Structure: Use a structured format, such as breakout sessions or collaborative discussions, to brainstorm and refine messaging.
• Step 4: Review and Finalize: Align on key messages and ensure everyone is on the same page.
• Step 5: Implement and Test: Roll out the messaging across your website and monitor its effectiveness.

Garrett emphasizes that

"Leaders often overlook that creating effective website messaging is only half the battle; the other half is ensuring team alignment on that messaging. That's why I recommend running a team workshop. It may take a bit longer, but the investment pays off when your team is fully bought into the results, leading to clear, consistent messaging that resonates with your audience that actually gets used."

This quote really struck a chord with me. It’s a powerful reminder that effective messaging isn’t just about the words on your site—it’s about making sure your entire team is aligned and fully invested in that messaging. When your team is on the same page, the message becomes stronger, clearer, and more impactful, ensuring that every aspect of your marketing is working in harmony.

Practical Steps to Shift Focus Back to Your Website:

So, how can you start prioritizing your website’s messaging? Here are a few practical steps:

1. Audit Your Current Website Messaging: Take a close look at your website content. Does it reflect your brand’s current values and objectives? Is it consistent with your external campaigns? Regular audits can help you identify gaps and opportunities for improvement.
2. Run a Messaging Workshop: Gather your team and align on key messages. Use the workshop to ensure that everyone understands and supports the messaging. As Garrett points out, this may take a bit more time, but the payoff is worth it when your team is fully bought in.
3. Integrate Feedback: Don’t forget to incorporate feedback from both customers and your team. Customer feedback can provide valuable insights into how your messaging is received, while team feedback ensures that everyone is on the same page.
4. Test and Iterate: Once you’ve refined your messaging, don’t set it and forget it. Continuously test different approaches to see what resonates most with your audience. Use analytics to measure the impact and make adjustments as needed.

Conclusion:

Your website is one of your most valuable assets—treat it as such. While campaigns are important, don’t overlook the power of strong, consistent website messaging. By investing the time to align your team and refine your website content, you’re setting the foundation for all your marketing efforts to succeed.

I encourage you to take a step back and evaluate your website’s messaging. How does it align with your current campaigns? Are there areas where you could improve clarity and consistency? Share your experiences in the comments below—I’d love to hear how others are balancing website messaging with campaign efforts.

If you haven’t already, be sure to check out Garrett Jestice’s full guide on running a website messaging workshop. It’s packed with actionable advice that can help you take your website to the next level: Guide to Running a Website Messaging Workshop.