What Is Your Why?
Let’s start with the important questions. The questions at the heart of your brand. When we work with our clients to develop their brand identity, we start at Why with our learning and discovery process. Along with your What and How, once we understand your reason for existing, we can bring your brand to life on the website. Figuring out your Why allows the rest of your messaging to come through with some sense of emotion and passion that your clients, employees, and prospects can connect with. (Much credit and praise goes to Simon Sinek and his golden circle for inspiring this vital part of our learn and discover phase).
Definition: Your Why
Our learning and discovery process has been built up around a foundation of the biggest aspects of Why for a brand; essentially:
- What is your cause?
- Why do you exist—what purpose do you truly serve?
- What do you believe, deep down?
- Is there a reason you and your employees get out of bed in the morning? What is it?
Finding Your Why
The passion behind the solution you offer is your Why. Look to your founders or company history and ask this question. Find the reason why someone set off to do something different and took the risk of starting their own company. You’ll probably land somewhere between “done with the status quo” and “passion to do it better”. But whatever your founders say, that’s your brand story, and it’s your differentiator.
Why Your Why Belongs On Your Website
Storytelling is a big part of a successful brand. And the story you tell of your brand is different in detail than any other brand – no matter how closely you compete. Capitalize on it. Consider putting your Why directly on your website. Literally as part of your top nav: [WHY YOUR BRAND]. This is marketing gold. Because you’re echoing the question being asked in the minds of your website visitors.
Why [YOUR BRAND]?
Why should they choose you? Your potential customers want to know what makes you different from the competition. Why you exist, and why you are the right choice for them. Having a Why Us page serves to:
- Convince potential customers
- Make you memorable
- Set you apart
- Connect on a deeper, more emotional level
This is your opportunity to outline the top reasons your target audience should reach out to you.
Keep in mind: your Why may change a bit along with your business—and that’s okay. Stay clear on your Why and how you communicate it, as you shift to meet demand and keep your focus on customers by fulfilling what they need.
Benefits of a Why Us Page
The Why [YOUR BRAND] page holds a variety of benefits, but the main one: You’re answering the questions website visitors are already asking or are about to ask. You outline what’s behind your mission, you tell them why you care, and you tell them what the world would be missing if you weren’t there. You can use this page to attract customers and attract employees.
Note: If you’re hoping to attract employees (or investors), your About Us page should be doing heavy lifting as well. Your Why page serves to focus on marketing and sales goals.
Different than “About Us”
Does a Why [YOUR BRAND] page seem like overkill in addition to your About Us page? It’s different. About Us is more of a history page. It can cover a timeline, leadership, mission and vision and more of the facts and figures of the company.
The “Why” page is meant more as an emotional appeal: Not just the usual: “You have a problem, we have the solution,” but we exist to solve for problem X in the world or make your life easier in this very vital way. It’s equal parts rationale and persuasion.
We believe it’s important that most brands should have both pages on their sites. They attract two audiences, and serve two different purposes. The Why page connects with potential customers on an emotional level. The About Us page educates all visitors (but especially investors, partners, and prospective employees) about your company.
Signs You Need A Why Us Page
At its most basic, the Why page is a sales page. It’s meant to move qualified users towards your sales funnel. If you don’t have a Why Us page yet, these are the tell-tale signs that you should make one:
#1 Crowded with Competitors
The more crowded your space is, the more you need a Why page. Your pool of prospective customers is only so big, and your competitors are going after them too. This page will help set you apart, help users remember something that was unique to your brand alone, and hopefully answer some questions your website visitors are asking.
#2 No Clear Customer Pathway
If you’re seeing high bounce rates, your customers may not be finding what they want to read about on the page. Give them something to engaging explore and they’ll spend more time on your site. Capture their interest with solutions and answers that appeal to their emotions.
#3 Website Doesn’t Tell Your Whole Story
Unless you have no direct competition or are head-and-shoulders above everyone in your space, a Why page is better than any feature your software can boast. If your website is so focused on services and features, your story might not be coming through as well as it could – leaving your brand indistinguishable among other similar companies. A Why page captures the heart and soul of why you exist – and whether it’s making customers’ lives better in a way that isn’t obvious or improving something they care deeply about – such as the environment – they are more likely to remember you.
Your Why [YOUR BRAND] page is a vital part of connecting with your customer. Don’t get caught up in repeating your features pages, mission or industries you serve. Find a way to tell your brand’s unique story and connect with the reader—because your brand is the only one with your story and in a crowded, competitive online marketplace, your brand is everything.
