Website positioning is the first information users encounter upon entering a site, determining whether they will continue browsing. If the positioning is vague, complex, or self-referential, customers must repeatedly guess what the site does, increasing understanding costs and raising bounce rates. During a redesign, making positioning clear and easy to understand is key to reducing customer understanding costs.
Focus on One Core Value
Many companies cram numerous business descriptions onto their homepage, trying to showcase all advantages, but this often confuses customers. During a redesign, first clarify: what is the one thing you want customers to remember most? For example, if your company emphasizes "customized services," center the positioning around "customization"; if it's about "cost-effectiveness," highlight price advantages. Summarize the core value in one sentence, and use other content as supplements—don't try to cover everything in a single paragraph.
Use Customer Language, Not Internal Jargon
Customers often don't understand internal department names, technical terms, or project codes. During a redesign, translate internal language into expressions customers can grasp. For instance, instead of writing "provide full-chain digital solutions," say "help traditional businesses move offline operations online." If industry terms are necessary, explain them in parentheses on first use or add a brief note.
Clear Structure with Distinct Layers
Positioning content typically appears on the homepage hero section, column headers, or product/service page openings. Use a "general-to-specific" structure: start with a one-sentence summary, then expand with 2-3 key points. Ensure points are distinct, not overlapping or redundant. If positioning involves multiple sections, use subheadings or icons to separate them, allowing quick scanning. For example, on the homepage hero, use a single headline to state the business scope, then three cards below to introduce service types, applicable scenarios, and core advantages.
Control Word Count to Avoid Information Overload
Customers have limited attention when reading websites; positioning is not a thesis and doesn't need all details. Generally, keep homepage hero positioning text within 50-100 words, and column pages can extend to 150-200 words. For detailed information, link to inner pages via "Learn More" or "View Details" buttons. During a redesign, review existing page word counts, remove content customers don't need, and retain only core information.
Combine with Visual Design to Enhance Communication
Positioning text is content, but its effectiveness ties closely to layout, icons, images, and colors. During a redesign, consider pairing positioning text with an image reflecting the business scenario, or use icons to illustrate points. For example, if positioning emphasizes "quick response," add a clock icon; if it's about "professional team," include a teamwork illustration. Visual elements help customers grasp abstract concepts faster, but ensure image quality and relevance to avoid confusion.
Validate Positioning: Test with Internal Colleagues
Before launching redesigned content, ask a few colleagues unfamiliar with the business (e.g., new hires or administrative staff) to read the positioning text and then paraphrase what the site does. If their summary matches your positioning, understanding costs are low; if they say "I don't get it" or "there's too much," further optimization is needed. This low-cost, effective method saves time compared to adjusting based on data after launch.
Common Mistakes and Adjustment Suggestions
- Mistake 1: Including too much company history or founder stories in positioning. Adjustment: Move history to the "About Us" page; positioning should only state current value.
- Mistake 2: Using many adjectives without specific details. Adjustment: Replace "professional, efficient, reliable" with concrete service processes, case study data, or customer review excerpts.
- Mistake 3: Repeated positioning content across pages with inconsistent wording. Adjustment: Unify core expressions to ensure consistent positioning information on homepage, column pages, and inner pages, avoiding customer confusion.
Conclusion: Reducing Understanding Costs Boosts Conversion Efficiency
During a website redesign, positioning content is not for search engines or bosses—it's for customers. The easier customers understand your business, the more trust they build and the more likely they take the next step. Before writing positioning, ask yourself three questions: Can target customers instantly see what I do? How much time do they need to understand? Do they know where to click next? Answering these ensures positioning stays on track.
