When you’ve built something high-quality, sustainable, and genuinely better for your customer, it deserves to be seen. Appreciated. And understood immediately.
We recently worked with a dog food brand doing precisely that. Their product is clean, thoughtfully formulated, and environmentally conscious. The kind of product more people should be switching to.
And their website? It’s already doing a lot right.
Check out full video of our Live Review here:
But like so many high-integrity brands, there was still untapped potential—value that existed in the product, the mission, and the customer experience that simply wasn’t coming through enough in the messaging.
That’s what we call the value gap: the space between what your product actually delivers and what your customer perceives at first glance.
Customers are curious—and cautious
When someone clicks through from a high-intent Google search, they’re not just browsing. They’re looking for quick answers to important (but often unspoken) questions:
- “What exactly is this?”
- “Why should I care?”
- “Is this better than what I already use?”
- “Can I trust this brand?”
- “Is it worth making a switch?”
This brand had answers to all of those questions. The problem? They were a little too hidden—tucked into dropdowns, long-scrolling pages, or isolated sections users may never reach.
And when you’re offering something that requires a bit of education, or even a shift in routine (like switching from mainstream pet food to a cleaner, more ethical option), that clarity matters.
Small shifts, measurable results
In a similar case with a supplement brand, we helped surface their core value—clean, natural ingredients—more prominently and strategically. We didn’t change the product, the pricing, or the overall UX.
We simply made the message clearer.
Just by adjusting how and where we communicated that message, we saw a 10% uplift in revenue per visitor in under two weeks. That’s the power Messaging CRO—Conversion Rate Optimisation through copy, clarity, and strategic structure.
Your value is there—let’s bring it forward
In our review of this dog food site, we were impressed by the depth of product quality, mission, and potential. From eco-benefits to health advantages, there’s a strong story to tell and much of it already exists across the site.
The opportunity lies in elevating what’s already working:
- Bringing hidden proof points to the forefront
- Highlighting ingredients in a more visual, benefit-led way
- Surfacing trust cues earlier in the journey
- Reordering content to match how visitors think and decide
This isn’t about starting over. It’s about fine-tuning the message so the right things land at the right time and build the confidence a new customer needs to take that first step.
Messaging CRO: Optimising for confidence, not just clicks
Our process isn’t guesswork. It’s about testing how your copy, claims, content structure and visual storytelling affect customer decision-making.
We focus on increasing belief, reducing hesitation, and creating clarity across every product page, not just your bestsellers.
Because when your messaging finally reflects the full value of what you’ve built?
That’s when real growth happens.
🤔 Curious to see if your messaging hits the mark?
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:
ScaleMessaging.com/results
