Call it whatever you like; ‘Welcome Message’, ‘Opening Paragraph’ or ‘Elevator Pitch’, the most important thing to remember is: your message isn’t your message at all!
Rather, think about the expectations of your target audience and align your message (throughout your site) with them. This will be the message your (ideal) clients need to hear. They will also be words which express your clients’ pain and reflect their deepest motivations while matching their state of awareness, i.e. how much they already know about the service(s) you provide.
During the 1st visit, your prospect is not really interested in YOU but rather, how you can move them away from their persistent pain(s) and towards pleasure.

Your welcome message should answer this common prospect question
How To Address Your Visitor’s ‘WIIFM’ Mindset
In order to ‘tune’ in to the dialogue taking place in your prospect’s head, your welcome message must answer the following 4 key questions taking place in your prospects’ mind after they land on your new site:
1. WHAT type of service you provide?
2. WHO specifically benefits from this service (ie. define your target audience)?
3. WHY you provide this service to this prospect (prospect’s main problem/challenge)?
4. HOW the service improves your prospect’s life / lifestyle (main benefit/transformation)?
These important questions can be answered via your welcome text using a simple structure as below:
Once adapted to your business, the paragraph above can also double as your ‘elevator pitch’ – ie. your amazing 30-second response to the question ‘so what do you do’?
1. Here’s a simple alternative formula: “I help _____ who _____ get ____ through ____ “
“I/We help [your ideal client description] who [describe main challenge/problem area] get [desired outcome of client] through [your service(s) / solution]“
Example:
2. Here’s a 7-word formula which forces you to focus on your BIGGEST value and your client’s greatest need:
“You know how … What we do is …”
Example:
It’s always good to incorporate some passion whenever you speak of your purpose and how you intend to help your audience.
Use the info from your ‘Target Audience’ and ‘Value Proposition’ statements to help you craft your welcome message. It’s the pain/pleasure emotions of your target audience which you need to be understood before prospects believe you truly understand their situation and can help them.
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