Building effective website messaging – Interview with Cheryl Salazar
By Maciej Nowak
In this episode, our host Maciej Nowak delves into the world of website building and tech marketing strategies. Joined by special guest Cheryl Salazar, they explore the challenges faced by B2B tech companies in effectively communicating their value to customers through their websites. From cluttered website content to the impact of algorithm marketing, they address the need for concise and customer-facing messaging. Join us as we uncover insights on website structure, hidden pricing, and user experience in the SaaS world. Stay tuned for a thought-provoking discussion on the evolving landscape of tech marketing and web design!
Before joining The Partner Marketing Group, Cheryl led many important initiatives during her 12-year tenure with Microsoft and the channel in South Africa and the United States. She played key roles in developing and supporting numerous software programs including Microsoft Office, Windows for Workgroups, Direct Access Action Pack and the Microsoft Dynamics ERP suite. She also managed lead generation for Microsoft Public Sector and has served as product manager and systems engineer for technology distributors, ISVs and systems integrators. As a senior consultant for The Partner Marketing Group, Cheryl brings clients a wealth of knowledge in technology and business development, specializing in helping partners who implement and resell ERP, CRM, Business Intelligence, Managed Services and Platform Solutions from Microsoft, Intel, Epicor, NetSuite, Acumatica, Infor, Sage and Sage Intacct. Cheryl earned her Bachelor of Education degree from the University of Witwatersrand, South Africa. This busy mom to two daughters is also an accredited Safari Guide.
Great design attracts attention. Great messaging drives action.
Drawing on her experience helping B2B and service-based brands clarify their voice, Cheryl breaks down what makes messaging resonate: empathy, clarity, and consistency. As she says, your website isn’t just a digital brochure — it’s your “first sales conversation.”
“If your website can’t clearly tell people what you do, who you serve, and why it matters — they’ll leave within seconds.”
This interview explores the practical framework behind clear, human-centered website communication — from audience research to storytelling and conversion copy.
Start with Clarity: The Three Questions Every Website Must Answer
Cheryl opens with a fundamental truth: confused users don’t convert. Most websites, she notes, fail because they try to say too much or speak to everyone at once.
“Your homepage has one job — to make it immediately obvious what problem you solve and who you solve it for.”
Visitors should be able to answer three questions in under ten seconds:
- What do you do?
- Who is it for?
- What happens next?
If those aren’t clear above the fold, your bounce rate will reflect it. Cheryl stresses that simplicity isn’t about dumbing things down — it’s about focusing on outcomes, not internal jargon.
“We’re not writing for ourselves; we’re writing for the customer who’s scanning and deciding if they belong here.”
Key Takeaway:
Clarity beats cleverness. The faster visitors understand your offer, the faster they’ll trust you.
Audience Language for Better Messaging
A recurring theme in Cheryl’s work is empathy — and it starts with listening. Too often, brands write from their perspective instead of using the words their customers actually say.
“You can’t build effective messaging without customer language. It’s like trying to tune an instrument without ever listening to it.”
She recommends mining sales calls, customer reviews, and even LinkedIn comments for phrasing customers naturally use. This helps shape headlines and CTAs that feel authentic and aligned with user intent.
“People buy when they feel understood. That’s why research isn’t optional — it’s your copy’s foundation.”
Key Takeaway:
Use the language your audience already speaks — not the buzzwords your industry prefers.
Website Design and Messaging Alignment for SEO and Conversion
According to Cheryl, one of the biggest disconnects in website projects is between design and copy. Beautiful visuals can’t fix unclear messaging.
“Design should guide the story, not compete with it.”
She explains that messaging hierarchy — headlines, subheads, and calls to action — should be defined before visual layout begins. This alignment ensures that every element on the page reinforces the same narrative.
“Good design supports the words. When copy and visuals are in sync, you create flow — and flow converts.”
She also emphasizes the role of whitespace and readability. Overcrowded layouts dilute your message and tire the reader.
Key Takeaway:
Design and messaging are two sides of the same conversion coin.
Storytelling and Empathy in B2B Messaging
While B2B brands often fear emotion in their communication, Cheryl argues the opposite.
“Even in B2B, you’re still talking to humans — people who feel pressure, risk, and hope.”
She encourages marketers to reframe their copy from features to transformation: what changes for the user after they work with you. Storytelling, she says, helps audiences see themselves in the message.
“A good story lets your customer imagine a before and after. It paints the emotional reason behind the logical decision.”
To apply this, Cheryl recommends using a simple storytelling flow: Problem → Process → Promise. Each section of the website should advance that narrative.
Key Takeaway:
Facts tell, but stories sell — especially when they show empathy and transformation.
Converting Attention into Action
Messaging doesn’t end with storytelling; it ends with direction. A clear call-to-action (CTA) transforms engagement into measurable results.
“Every page should have a single purpose — don’t make users guess the next step.”
Cheryl suggests using verbs that imply progress (“Book a call,” “Start your project,” “Get your free audit”) rather than generic links like “Learn more.” These CTAs work because they complete the user’s mental sentence: I want to…
“A good CTA feels like the natural next step in a conversation — not a command.”
She also stresses the importance of consistency across touchpoints: landing pages, emails, and social posts should echo the same voice and promises found on your website.
Key Takeaway:
Strong CTAs close the loop between interest and conversion. Be direct, not pushy.
Website Messaging FAQ with Cheryl Salazar
What’s the most common mistake in website copy?
Trying to sound “big” instead of sounding clear. Audiences value connection over corporate polish.
How can small teams improve messaging quickly?
Start with customer feedback — record calls, read testimonials, and use that language directly in your copy.
Should every website have a story section?
Not necessarily. Storytelling is a mindset — not a page. The key is to weave it into your homepage, services, and about sections.
How often should messaging be updated?
Whenever your business changes, your message should evolve too. Review quarterly to ensure alignment.
What tools help refine messaging?
User interviews, Hotjar for behavior insights, and AI-based tools for summarizing voice-of-customer data.
Final Thought: Clarity, Empathy, and Consistency
As Cheryl Salazar reminds us, your website is a living conversation — not a static presentation.
When your messaging reflects empathy, clarity, and action, your site stops being noise and starts building trust.
Full conversation with Cheryl Salazar
Want to hear the full conversation with Cheryl Salazar ? Listen to the latest 🎙️ Osom to Know podcast.
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If you’re rethinking your brand story or refining your website’s voice, our team can help you turn those ideas into clear, conversion-ready messaging that feels authentic.
