What Narrative measures

Narrative asks whose language the site uses. Clients describe their problems in plain words. Advisors describe their services in the words advisors use with each other. A prospect trusts the first one.

What the eight sites did

Homepages spoke in mood and values. The firm’s real voice showed up somewhere else: founder quotes, an About page, an article. On several sites the interior pages sounded like a person and the homepage sounded like a brochure.

How to find your clients’ language

Write down what your best clients said in the first meeting, before they knew your vocabulary. Read your reviews. Listen to how they describe you when they refer a friend. Those are your headlines.

How to fix it

Find the best paragraph on your site that sounds like you. It is often on the About page. Rewrite the homepage in that voice.

Check your own site

Search your homepage for holistic, journey, tailored and peace of mind. Each one is a sentence a prospect has read on every other site.

Next step: Request a free audit