It’s easy to fall into the trap of turning your website into a digital brochure—sleek visuals, glowing headlines, and big claims about how your product or service is the best in the industry. But in practice, these “shiny sales pages” rarely resonate with the people who are actually looking for a solution.
If you want your website to work, it needs to do more than impress. It needs to connect. And the best way to do that is to start by identifying your market entry points.
What is a market entry point?
A market entry point is the real-world situation or need that causes a potential customer to start looking for a solution. It’s the trigger that leads them to Google, to ask for a referral, or to compare providers.
Your customer isn’t searching for “the most innovative SaaS solution in Southeast Asia.” They’re searching for “how to track remote teams,” or “affordable software for small teams.”
Market entry points are practical, specific, and often problem-driven. That’s where the buying journey begins.
Why most websites miss the mark
Too many websites focus on projecting prestige or expertise instead of addressing the real questions customers have. The result? A disconnect. Visitors see impressive language, but they don’t see themselves.
When potential customers land on your site, they’re not thinking about how amazing your company is—they’re thinking about their own problem. If your website doesn’t immediately speak to that, they’ll bounce.
How to align your content with real entry points
1. Start with real customer questions
Review the conversations your sales team has. Check your search analytics. What are the actual terms people are using to find you? Build content around those.
For example, a financial advisor might assume their client wants “holistic financial planning.” In reality, the client is searching “how to prepare for retirement in Vietnam” or “should I invest in property or stocks in 2025?”
2. Create landing pages for common scenarios
For instance:
- A boutique hotel might create separate pages for “couples looking for weekend getaways” and “remote workers needing reliable Wi-Fi and long-stay packages.”
- A software company could have pages like “tools for first-time project managers” and “solutions for teams switching from Excel.”
- A marketing agency might write an article specifically for “local cafés looking to attract more walk-in customers.”
Each scenario deserves messaging tailored to that person’s stage, need, and intent.
3. Tone down the bragging, turn up the empathy
Instead of saying “We are the market leader,” try “We help small businesses deliver faster, with fewer headaches.” This positions your company as a partner, not just a vendor.
4. Support every entry point with proof
Customer stories, testimonials, case studies, and stats that back up your ability to solve a specific problem are much more persuasive than generic praise.
For example:
- “After switching to our service, 82% of our clients reduced delivery delays within the first three months.”
- “Meet Lisa, who used our platform to grow her craft business online and double her revenue.”
A better-performing website is built on relevance, not polish
Of course, your website should look good—but looks come second. Relevance comes first. When visitors feel like your content was written exactly for them, trust begins to build. And that’s what gets them to convert.
You don’t need more buzzwords. You need to show your audience that you understand what they’re dealing with and that your product or service was designed with them in mind.
Final thought: replace digital ego with digital empathy
Your website is your digital front door. Instead of making it about you, make it about your customer. Focus on their problems, their language, and their journey.
The most effective websites don’t try to be the loudest—they try to be the most useful. So the next time you update your homepage, ask yourself: Are we talking about us, or are we talking to them?
If you’re unsure where to start or how to translate this approach into a website that performs, we’re more than happy to help. Creating websites that connect with your audience and convert is what we do best.
