Communicating 3 Core Ideas to Site Visitors

One of the big challenges with marketing is knowing what details to emphasize to new visitors to take them from being mildly interested to pulling out the credit card.

There are so many things that you can talk about.

Hi, I’m Rishi.

This question of figuring out what I need to communicate to a new visitor is something that I’ve been working on for the last 15 years. I’ve been lucky enough to run experiments on over 400 different DTC websites to understand exactly what the themes are that get someone to make a purchase.

After hundreds of failed experiments and successes, we’ve isolated the three most important details we want to communicate. These are:

1. Demonstration of Expertise

We’re living in a world of expertise. Shoppers today aren’t just looking for a running shoe; they’re looking for a running shoe engineered specifically for marathon runners—lightweight, with superior cushioning for long distances, and breathable materials to prevent overheating (think Nike Vaporfly).

The fact is that you most definitely bring a ton of expertise to the table. The challenge is communicating it to the buyer in the least number of words possible. Remember, we only have 2 to 3 minutes with this new visitor.

If you need help crafting your expertise pitch, drop me a comment, and I’ll help you.

2. Price Justification

One of the biggest hurdles in converting new visitors is pricing. When a shopper lands on your website, they have an abstract idea of what they expect the product to cost. More often than not, your asking price is higher than their budget.

This is why price justification is critical. You can’t assume visitors will automatically understand the value of your product. You must explain why your price is justified without overwhelming them with information.

For example, if you’ve spent 5 years developing and refining the product, explain how those iterations have improved it. Emphasize the research, customer feedback, and improvements that have led to the version they see today. The goal is to have the reader read this information and think, “Man, for $130, I’m getting the results of 5 years of effort. That feels like a good deal.”

3. Us vs. Them: Differentiating from Competitors

New visitors know they have options. Even if they haven’t researched your competitors yet, they instinctively know alternatives exist. This creates a natural hesitation—they don’t want to make the wrong choice and be left with buyer’s remorse.

It’s crucial to address this head-on. You need to explain why your product is the better choice. But be strategic. Visitors may discount your credibility if your messaging feels overly biased or hostile toward competitors. Instead, subtly highlight your advantages by focusing on your unique value proposition. It’s important that the reader understands that you have studied competitor products and still believe your product is the right choice for a very specific type of buyer.

Revealing It All

In this article, we talk about the 3 main things you need to communicate to your site visitors, but there are actually 9 things you need to communicate to maximize conversion rates. I mentioned 3 in this article because I wanted you to get familiar with our approach.

If you feel you are ready to see the whole list, click the image below👇🏼