You’ve put in the work figuring out who your ideal audience is. Now it’s time to start writing. This is the fun part—where all those ideas swirling in your head finally land on the page and you start showing your website visitors exactly who you are and how you can help them.
Let’s start at the top—literally. Before someone scrolls even once, they’re greeted by what’s called the “above the fold” section of your homepage. This is prime real estate. And one of the most important things to include here is something I call the compelling clarity statement.
Why Clarity Matters (Especially Up Top)
We’re a distracted bunch. Always rushing to the next thing, constantly scanning instead of reading. Your website’s clarity statement should cut through the noise. It should do three things immediately:
- Provide clarity
- Elicit emotion
- Prompt action
When someone lands on your site, you have seconds before they decide whether you’re worth their time. They’ll decide if they want to buy, partner, volunteer, donate—or bounce. Your clarity statement helps steer that decision in the right direction.
What Not to Do
I can’t tell you how many websites I’ve visited that completely miss the mark here. For example:
- A local business might lead with:
“Proudly serving our community since 1978.”
Great… but what do you do? - A nonprofit might say:
“You can make a difference.”
Okay… how? - A church might write:
“Welcome home” or “You belong here.”
That’s nice. But… belong where? What kind of church are you?
These phrases aren’t bad on their own—but they need to be paired with a strong clarity statement that gives people real answers.
What Makes a Great Clarity Statement?
A clarity statement doesn’t need to be long—just one or two sentences. And no, your mission statement probably isn’t the best fit here. Most mission statements aren’t written with website visitors in mind. What you need is a website-specific clarity statement designed to engage, inform, and motivate.
The smaller or lesser-known your brand is, the more important this is. Big brands like Nike, Gucci, and Rolex don’t need to say much. You already know who they are and why you’re there. But for local businesses, nonprofits, and churches, this is your one shot to earn trust fast.
The 3-Part Clarity Statement Formula
Here’s the framework we use to craft compelling clarity statements:
- Who are you?
2. What do you do?
3. How are you making someone’s life better?
Let’s walk through an example:
High View Solutions is a premier roofing company
(Who are you?)
that offers hassle-free roof repair services
(What do you do?)
so that you can get back to making memories in the home you love, with the family you love.
(How are you making someone’s life better?)
In just one or two sentences, we know what kind of company this is, what they offer, and how it benefits the customer. That’s a solid clarity statement.
This Works for Any Industry
Whether you’re a for-profit, nonprofit, or church, the same rules apply. People want to know:
- Who you are
- What you do
- Why it matters for them
If you’re a nonprofit, tell them the kind of work you’re doing and how it makes a difference. If you’re a church, help people understand your identity, your mission, and why someone might want to visit or get involved.
Time to Write Your Own
Now it’s your turn. Take a moment to answer the three questions above, then combine your answers into a one or two sentence clarity statement.
Keep it simple. Keep it honest. And above all, make it clear and compelling.
