If you’re running CRO for a DTC brand, you already know how important layout, speed, and UX flow are. But one of the most overlooked levers? Messaging.
We recently reviewed a client’s pet brand website, and it was well-designed, plenty of trust signals, with thoughtful CRO work. But after a closer look, a pattern emerged:
The right questions weren’t being answered clearly, and the brand’s true value wasn’t shining through.
This is one of the most common issues we see in brands doing all the right tactical things, but still not hitting the conversion potential they aim for.
So, how do you know if your messaging is working?
Here are 3 questions we ask when reviewing any site:
1. Are you showing your true value, or just listing features?
What makes you the only choice? Are you communicating what makes your brand truly different?
2. Are you answering real buyer questions at the right moment?
In this brand’s case, there were plenty of answers buried in FAQs. But visitors often wonder things like “Which one is right?” or “What are the ingredients?” long before they get there. The messaging needs to meet those questions earlier in the journey.
3. Are you using your real estate wisely?
CRO is a competition for attention. If you’re cramming 12 different value points into a single block, none of them stand out. Messaging hierarchy matters. Sometimes, less is more—if it’s structured the right way.
One Small Shift, Big Impact
We showed an example from a supplement brand we worked with. By changing where a trust-building message appeared (not the message itself), we unlocked a 20% increase in revenue per visitor.
Same message. Different position. Very different results.
Most brands don’t have a messaging problem—they have a messaging placement problem.
That’s where we come in. We help CRO teams figure out:
- Which messages matter most
- Where and when to show them
- How to test them effectively
Want to see what that looks like on your site?
We’ve helped 200+ CMOs and Founders refine their messaging, getting conversion uplifts of up to 53%. We can do it for you (implemented and A/B tested) or guide you on how to do it yourself.
Book a call and let’s find the quick wins on your website:
