Your website visitors aren’t just looking to buy stuff.

That’s part of it, sure. But isn’t all of it.

They’re also looking to belong. The feeling of being part of something more than just another data point in your analytics data. Of being truly understood.

Are you giving them that?

Your product or service is top notch. That’s an essential ingredient when it comes to growing loyal customers and fans.

But it isn’t the only ingredient…

People want to do business with people they like. People who share their values and make them feel like they’re part of a special community.

Delivering that experience is a head scratcher for a lot of businesses…

They know they’re selling great stuff, but doing business with them feels a lot like riding public transportation.

Hop on, hop off.

Next station, please.

There’s zero sense of connection.

So, how can you give people that sense of belonging they so desperately crave?

By picking a fight. That’s how.

I’m not saying you should wander out onto the street and start throwing random haymakers…

I’m saying to pick up the pen instead of the sword.

Take a stand in your website copy and marketing materials. Don’t be afraid to call people out.

Visitors can’t read your mind; you can’t expect them to know what your values are if you aren’t upfront about them.

This might mean being more transparent. That can be scary for a lot of people.

Yes, you’ll drive some people away by being more vocal and opinionated.

But you’ll also attract the people most likely to become loyal customers.

You don’t have to be intentionally combative, but you don’t have to shy away from expressing your unique values and perspective. Doing that shows people you’re human – exactly what they need to see in an increasingly fragmented and disconnected world.

What pisses you off?

What are the most important values in your business?

What’s your vision for the future?

And how do your products and customers play into that?

Drip those elements into your copy. You’ll polarize visitors; some will hate you, but many will love you because they stand for exactly what you stand for.

These emotional connections are the seeds of loyal customers and fans…

That’s light years better than the lukewarm reactions most business websites create.