Finding Your Websites Voice

Finding Your Websites Voice

Okay, so you’ve got a shopify site that isn't converting traffic.

Google’s tests have shown that if a website takes longer than 3 seconds to load, 53% of your website visitors will abandon the site before it ever loads.

The "Reimaging Commerce" report found that 98% of the people who visit your website, with the intent of making a purchase, are persuaded ... by your website against making that purchase.

These surveys, tests, and reports also show that more than half the people who visit your site have zero intention of making a purchase. 

They could be …

  • Your competition.

  • Comparing prices.

  • Searching for products or services.

  • Looking for store details.

  • Family or friends.

  • You and your employees

This means the way your website engages and interacts with the visitor is crucial.  Because you're working with less than 2% that are willing to make a purchase on their first visit, it's important to understand what people, who are about to make a purchase do. 

  1. Sixty percent of people who are about to make a purchase go directly to the product page.

  2. Eighteen percent look at sale items

  3. Seven percent look at testimonials.

These are tests done by giant corporations but they can give us an idea of where to focus when it comes to our own website design and development.

But before you start you’ve got to find your voice and tone!

And it needs to be designed around your website because the idea is to get people from the social media sites to buy something from you and you can’t do that if you don’t have a path for them to take … that you control.

All the major corporations are banning, stealing, and destroying the small businesses. And I’m talking about Amazon, Google, Facebook, YouTube, and Twitter.

To protect yourself from these giants you’ve got to have a base of control, that you own, and everything you write, record, and put out links back to the appropriate page on that website. So you track, analyze, and test how people respond to which pieces of content.

This allows the website to change, grow, and become part of the internet, where it never needs to be redesigned, because it's in a constant state of change, just like the internet.

But it starts with understanding your voice.

If you don’t define your website's voice and tone, your website could communicate the wrong message to your visitors.


We all have different personas and ways of talking to people. The way I talk to my mom is different from how I talk to my wife, and how I talk to my wife is different from how I talk to a potential client.

These are personas and your website is built around personas.

Because the way you talk to someone who wants to go fast is different from how you talk to someone who wants to save gas ... your website has to be designed for every type of potential client … to truly dominate.

And these additional pages allow for more internal link juice that you're able to control.

But if you don’t know who you're talking to, how do you communicate with them?

And if you can't communicate with them, how can you be sure they’ll remember you?

Your voice is how you describe and talk about your brand and it stays consistent throughout your site and personas.

Tone changes according to the audience.

For example you could be ...

  1. Fun but not childish

  2. Clever but not silly

  3. Confident but not arrogant

  4. Casual but not sloppy

  5. Helpful but not overbearing

  6. Authoritative but not bossy

MailChimp says “We’re experts, but not bossy. We wouldn’t say:
 You must login before you are allowed to view your stats. Instead, we’d say:
 Looking for your stats? Log in to MailChimp.”

MailChimp says it's better to be clear than entertaining.

Harley Davidson’s voice was that of the rebel and the Vietnam war made rebels.

Harley Davidson was the right motorcycle at the right time.

But now Harley-Davidson’s voice is dying as the baby boomers age, they are no longer interested in heavy bikes and sales are declining.

In the 70s and 80s people didn’t want to answer to anyone and Harley represented that.

But Generation X and Y care more about performance and price than brand names. It’s not that they won’t spend more for something they perceive as being better, just look at the iPhone, but this generation is looking for lighter, smaller, faster, cheaper, more sophisticated and nimbler.

They understand there are cheaper alternatives that perform better than the premium brands.

  • A $60K Corvette will out perform a $500K Rolls or Bentley.
  • A $20 Timex will outperform a $25K Rolex.

This generation cares about performance and price and will ignore a brand's name and compare it on merits.

There are pros and cons in every brand and they understand this.

So your voice has to be that of an expert and not a brand. And you should never be bossy.

And it’s better to be clear than clever or funny.

A voice and tone that understands there are a lot of ways of doing things but there is only one best way!

And every step you take, every move you make, is researched, thought out, and seeks to be the best solution.

This means that when you set out to build a website, you understand there are a lot of ways of doing things but there can only be one best way.

For example, one of the first things you learn about when building a website is frameworks.

As a matter of fact a lot of companies will hire you because of your knowledge of a framework over your knowledge of a language.

And the end user, who's the most important part of this story, never benefits from a made for the masses framework.


They're all different, with different options and ways of doing things but the one thing they all have in common is they were made for the masses.

But because the internet is alive, changing, and evolving the frameworks are having to twist, change, transform, morph, and eventually be destroyed, rewritten, and a new version is born.

And at birth from day one, it lags behind new technologies and ways of doing things ... because things change while the framework is rewritten, recreated, as one version dies and another is born.

And a lot of times a new version means redesigning your entire website.

So the absolute best way of building a website is to build it outside of these made for the masses frameworks.

Because there you can evolve with the internet instead of looking like some kind of parasite, attached to it.

And frameworks come and go.

Which means if your framework is bought, sold, or bankrupts you’ll need to redesign in a different framework.

So the best thing to do is build a website built and designed just for your business, based as close to the core browser language (CSS and HTML) as you can get.

This allows you to compete on a level that others can’t touch.

Because they are all using frameworks, the manufacturers, dealers, and shops are all using made for the masses frameworks.

This means for every $1.00 you spend on advertising, they will need to spend $20.00 ... to get the same results.

Because nothing is faster than a custom made pure HTML, CSS front end template.

And website speed matters most.

How fast your website loads affects your ranking in Google.

Google said your website should have the first bite of content in under a second and the page fully loaded in under 2 seconds.

Google’s tests have shown that a website will lose 53% of their traffic at the 3 second mark.

A slow page means search engines can crawl fewer pages, and this will negatively affect your ranking.

Page speed is also important for user experience.

So the slower your page the higher your bounce rates, the lower the time on the site, the more money you’ll spend, and the lower your rankings.

Amazon calculated that a page load slowdown of just one second could cost them $1.6 billion in sales a year.

Speed is outselling everything.

1. Uber’s faster than a taxi.

2. You can have the answer to any question in 0.3 seconds because at .5 Google lost 20% of their traffic.

3. Netflix, Amazon, Disney, and Spotify deliver content on demand.

4. When you finish your Uber ride you just walk out, they charge your phone.

5. You can have a car pick you up in five minutes.

6. A pizza delivered in 20 minutes.

7. Groceries in 60 minutes.

8. And we would rather hit you up on messenger than sit on a consumer hotline.

If you look at all the businesses that are currently disrupting the industries, the one thing all of them have in common is their all removing some kind of friction.

Friction is anything you put between someone and the completion of a task. It can be anything from waiting for a website to load, to clicking or having to search for a product.

Friction equals time and time equals money.

So you are in the business of removing friction, which means making things as fast and easy as possible which in turn saves time and money.

Companies aren’t counting minutes anymore, their counting seconds, and looking at how to get to zero.

So the best companies in the world are looking to reduce friction.

I’m talking about Google, Amazon, Apple, Facebook, Netflix, and every new business that's bursting onto the scene, disrupting an industry, and are laying the groundwork for the way things will be done in the future.

And this new technology and way of doing things are centered around artificial intelligence, AI, and machine learning.

Just think about Netflix, Airbnb, Tesla, and Uber. They are dominating their industries and preparing for the next step with streaming ride sharing, self-driving cars and all of them have the same goal of making everything as simple as possible.

Amazon is creating all kinds of devices that make ordering and delivery easier.

And now they are entering the grocery market.

You’ve got to position yourself and make moves that allow you to compete with companies like Amazon.

And made for the masses, frameworks that are trying to be everything to everybody, need lots of code and options.

And because the internet changes rapidly and daily, their being twisted and patched at birth and all this together creates code bloat.

And frameworks are slow to adapt to new, better, ways of doing things.

It's impossible for a made for the masses platform to compete with a lean, mean, custom made setup, that was designed specifically for one type of business.

This prevents penalties and improves conversions but it doesn’t help drive traffic!

It's putting your website in a position so when everything else becomes equal, the competition will not be able to compete.

Because your conversions will be higher and your rankings better.

Let me show how simple a lean, mean, custom template can be.

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