I was evaluating a job posting recently by a coach looking for a content strategist to run his social media. I pulled up his website along with the social profiles for a quick analysis and immediately noticed a glaring problem with the website.
The headline did absolutely nothing for the target audience. I ultimately decided against applying for the role but what has stayed with me is how much opportunity that mismatch is costing him.
And the thing is I've seen this pattern before. A client once came to me looking for social media strategy. During our first conversation, I mentioned a few things I noticed about her brand positioning. She ended up hiring me for that project first.
Social media visibility means nothing without message consistency behind it. Otherwise, you're just giving a weak message more exposure, while your ideal clients pass you by for the competitor who has positioning nailed.
Would your website convince a stranger to trust you in the first five seconds?