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How to make a website on a complex topic simple and understandable

In our practice, there were sites with puzzling offers. The main problem of such sites is to make them simple and understandable.

What do you know about the problems of different fingerprinting technologies? Can you imagine how to organize anonymous testing of 30,000 employees? Have you heard anything about locking master systems? To make a clear site about things that are so difficult to perceive, we use the algorithm that we describe in this article.

Do you need a website on a complex topic, that it is understandable? Write and call us!

Algorithm for creating a friendly site

  1. We determine the target audience.
  2. We identify the needs and values of the target audience.
  3. We form a proposal for the target audience based on its values.
  4. We make the offer clear and "tasty".

We determine the target audience of the site

A lot has been written about identifying the target audience. We ourselves pay attention to this in the blog:

  1. How to get into the skin of the buyer and create a customer-centric website
  2. Specialize the site if you want clients from the Internet

We will not be distracted by the methodology, we get a portrait of the target character in any available way.

We position the product and offer for central asia

When we know our client and understand his needs, we can position the offer. Positioning is a concept that provides the benefits of a product to a specific target audience.

We adapt the offer of the site to the values of central asia. In practice, this means that of the many arguments in favor of the product, we will place on the site only those that are important to the target audience. A good example is Mercedes cars. They don't have a spare wheel, but they do have customer support service. Mercedes believes that their customers look inorganic with a cylinder key in their hands. This spoils the image of the company and the mood of car owners. And abolished the spare tire altogether. Now the Mercedes sales department is drowning for its customer support and the target audience likes such an offer. I prefer to call the hotline instead of crawling on my knees changing a punctured wheel.

Such adaptation of the advantages of the product to the target audience is the main weapon of the selling site. We have interesting articles on this topic:

  1. Why my site doesn't sell
  2. Without marketing, your website won't take off

When you know what your customers need, there is an opportunity to build a strong bridge of communication with them. Without this, it is difficult to create a website that speaks the same language with the target audience. You want to be understood by your customers, don't you? I'm sure so.

Your proposal should be understandable to ca. And if in simple topics site visitors can independently think of something, then complex proposals need to be targeted as much as possible to avoid misunderstandings.

On such sites, we make the advantages and description of the product so that it is surely understood by the target audience, even to the detriment of other visitors who are not potential customers. In other words, your website may be endlessly incomprehensible to the masses, but the target audience – your buyers – should understand what you offer.

As already mentioned, the positioning of the product is the most important secret of the selling site. This is especially true in difficult topics to understand.

We make the offer on the site "tasty"

Be prepared that your offer will be compared with the products of competitors. Have you adapted the proposal to The Target Audience? It's cool! Now find out how to present this adapted offer in such a way that it catches and customers remember it.

We strive to use time-tested chips in our websites. Speaking of chips:

  1. How marketing chips change the persistent preferences of buyers

The point is in the presentation of content on the site. Let's list our principles.

The principle of simplicity

The simpler the pitch, the better you will be understood and the more people will realize what you are selling. We talk about complex things as simply as possible. And when it seems to us that there is nowhere easier, we try to simplify everything even more. When I say "simplify everything," I really mean everything: suggestion, pitch, navigation, and visual. To convey the essence of the idea can only discard all the superfluous. We build a short, simple and meaningful message on the site.

The Principle of Surprise

We prefer an unusual presentation of the material on the site. If it is unusual to submit a proposal, we always do so. Where the mundane and formulaic prevail, there is no easier way to stand out than an unexpected sentence. It always draws attention to itself.

Principle of specificity

If we make a website about investing in real estate in London, then the site will say so. We do not hide the site's offer behind streamlined devalued epithets. Users do not want to solve puzzles. They don't need common phrases. They want one thing: to know what they are selling here and what benefit they will receive. The best tactic is to talk about it specifically and preferably in the first screen. The more specific you speak, the more clearly you will be understood.

The principle of reliability

First, the site must have the truth. Second, credible evidence is needed. And preferably those that you can try on yourself. We strive to provide evidence that is truly persuasive. In our philosophy, one truly competitive advantage beats a dozen of the well-worn "reliability, durability and manufacturability". It works the other way as well. If the product does not have a reliable advantage, then you do not need to indicate any advantages on the site at all. A reliable advantage can be tried on yourself. The rest just don't work.

The principle of emotionality and stories

People and their real stories always evoke emotions. That's why we love to build websites around a personal brand. Stories of failure and success evoke a response in the souls of readers, because they identify with the heroes of such stories. In 2016, we made the Stores website around the identity of its owner. It was a good idea, the company quickly attracted attention. Dry complex topics literally come to life when you add emotionality to them. The offer of security systems can be based on the enumeration of problems that the system is designed to solve. And you can draw a horror story about night robbers and cause a tickling feeling of fear in the user. Fear is an emotion. Such an emotional proposal will have a much deeper effect. We are for an emotional presentation!


We are guided in the development of sites by this algorithm. It is effective because it is based on common sense. Differentiate the product, simply and emotionally tell about it, specify the offer and give reliable arguments for the benefits. Nothing more is required from a good site.