High-level messaging is the messaging that appears on a website and it is essentially the messaging that people read most people when they land on a website. They don’t read, especially on the initial homepage and some of the key pages, they’re not going to spend a lot of time reading all the dense content.
Most people tend to scan versus read and what they’re scanning is what’s referred to as high-level messaging. It is essentially larger text, headlines, sub headlines, bullets, calls to action.
People intuitively nowadays are scanning websites, especially longer scrolling web pages, and kind of keying in or honing in on that high-level messaging so it’s really critical that your website has really valuable high-level messaging. Essentially, your positioning statement, your value proposition, any of your key differentiators, and obviously calls to action should be integrated into that particular content, not only on the home page but every page in the website.
Your website should have really powerful compelling, engaging, high-level messaging. And one of the things that we do when we work with our clients because they don’t have a lot of experience typically in creating high-level messaging is working with them to really kind of discern what’s important to them, learn as much about their visitors, learn about their value proposition, and build that into the high-level messaging on the website.
So, I just want to give you that term, high-level messaging, because it’s important if you’re building a website that you’re focusing more on that content than the kind of descriptive content on your website. If you have any questions on that, feel free to contact us.