Confused Messaging is Costing You Sales

If Your Website or Marketing Isn’t Making You Money, It’s Likely Confusing Your Customers

Most business owners struggle to communicate clearly. That’s not because you don’t know your stuff. It’s because you’re too close to it. You see the full picture. Your customers don’t.

They don’t need clever. They don’t need comprehensive. They need clarity. And that’s where we come in.

At Changescape Web, we specialize in helping service-based businesses eliminate confusion and increase conversions using a proven StoryBrand framework.

Led by Ken Tucker, a StoryBrand Certified Guide, we simplify your messaging so the right people understand why you’re the right choice.

What If Your Website Actually Worked?

Imagine:

• Customers instantly understanding what you offer.
• More people booking consultations or calling you.
• Emails, ads, and landing pages that convert.
• A message that people actually remember and repeat.

That’s what happens when you use words that work.

StoryBrand Soundbites: Your Most Valuable Marketing Asset

In today’s overloaded attention economy, your words must do more with less. That’s why we lead with StoryBrand Soundbites — short, clear, repeatable phrases that get attention, build trust, and drive action.

Every successful brand has a core message they repeat over and over. These aren’t clever. They’re clear. They aren’t nuanced. They’re effective.

We use the PEACE Framework to craft your soundbites:

The PEACE Framework:

• P: Problem – What problem does your customer need solved?
• E: Empathy – How do you show that you understand?
• A: Answer – What clear action should they take?
• C: Change – What transformation will they experience?
• E: End Result – What does success look like for them?

These five soundbites become your brand’s conversion engine.

The 3-Phase Messaging Campaign That Builds Trust and Drives Sales

We implement a proven 3-phase strategy to turn curiosity into commitment:

1. Curiosity

• Soundbites that grab attention with survival-driven clarity.
• Used in headers, ads, email subject lines, and video hooks.

2. Enlightenment

• Collateral that educates and builds trust: lead magnets, blog posts, YouTube content, FAQs.
• We reinforce your story and validate your authority.

3. Commitment

• Clear CTAs that connect pain to purchase: "If you’re struggling with [problem], buying [solution] is the right decision."
• Offers, urgency, and frictionless next steps.

This structure makes your message easy to follow and easy to act on.

What You Get in a StoryBrand Soundbites Workshop or Consulting Engagement

We don't just clarify your message—we help you validate and deploy it across your business. Here's what you get:

Phase 1: Discovery & Deep Dive

• Collaborative session to define your Ideal Client Profile (ICP)
• Competitive messaging analysis
• Identify key pain points and transformation desires

Phase 2: Soundbite Creation & PEACE Framework

• Five foundational StoryBrand Soundbites tailored to your ICP
• Aligned to the 3 messaging phases: Curiosity, Enlightenment, Commitment
• Language tested for clarity, emotional resonance, and simplicity

Phase 3: Messaging Deployment Plan

• Strategic placement guide: web, ads, social, sales calls, emails, and more
• Drafts of high-impact landing page copy, homepage messaging, and email nurture templates
• A/B testing concepts for live campaigns

Phase 4: Testing & Validation

• Testing language with your ICP through:
  • Website behavior analytics (bounce rate, click-through)
  • Ad performance (CTR, conversion rates)
  • Voice-of-customer feedback
• Refinements and tuning for maximum resonance and conversion

By the end, you'll walk away with a messaging system that:

• Lowers cognitive load
• Differentiates your brand
• Converts curious browsers into loyal customers

Your Clear Path to More Sales

At Changescape Web, we use a step-by-step messaging process that:

1. Clarifies what you do and who you help.
2. Builds trust with your ideal customers.
3. Turns confused visitors into confident buyers.

Whether you're in St. Louis, Albuquerque, Las Vegas, the Bay Area, or anywhere in the U.S., we help local service businesses like yours build marketing that works.

Why Work with Ken Tucker and Changescape Web?

• StoryBrand Certified Guide – Trained by Donald Miller's team to help businesses simplify their message.
• Decades of Marketing Experience – Not just theory. We implement, test, and iterate real-world campaigns.
• Focus on Service Businesses – Plumbers, HVAC, MedSpas, Remodelers, Restaurants, and more.
• Local + National Reach – Offices and clients across the U.S., with deep local expertise.

The Problem We Solve

Most businesses lose money because they confuse their customers.

Your brain burns calories to understand things. When your website or marketing asks someone to "figure it out," they leave. They choose the business that made it easy.

You don't need more words. You need the right ones.

We Make Your Marketing Work Harder By Making It Simpler

Here's how:

Step 1: Clarify Your Message

We use the StoryBrand framework to create your core brand message using your Soundbites and PEACE messaging structure.

• What problem do you solve?
• Why should customers trust you?
• How does your service make life better?

This becomes the foundation for all your marketing.

Step 2: Build Conversion Assets

We turn your clear message into real-world marketing that converts.

• High-converting landing pages
• Clear, benefit-driven websites
• Email campaigns that nurture and sell
• SEO-optimized blog content and video scripts
• Lead magnets and sales funnels

Step 3: Grow Your Business

With clarity in place, we drive results through strategic marketing:

• Local SEO
• Google Business Profile optimization
• Google Ads + retargeting
• Reputation and review management

"When the message is clear, the marketing actually works."

Hear What Our Clients Say

"Ken helped us rework our website and messaging. Within weeks, we saw an increase in calls and better leads." — Jason M., Plumbing Company Owner

"We thought we needed better SEO. Turns out we needed better words. Ken's approach made our offers finally click." — Lisa R., MedSpa Director

"Our ads were tanking. Ken helped us clarify the landing pages. Now they're converting 3x better." — Tony D., HVAC Contractor

This Is Your Survival Soundbite

If your website isn't generating leads, you need to clarify your message.

"If you confuse, you lose. But when you clarify, you convert."

We help businesses create simple, powerful messaging that moves people to action.

Industries We Specialize In

We focus on home services and local businesses, including:

• Plumbers: "Fix leaky messaging like you fix leaky pipes."
• HVAC Contractors: "Heat up your leads with clear messaging that converts."
• Painters: "Color your brand with words that sell."
• Commercial Cleaning: "Wipe away confusion. Let your message sparkle."
• Remodelers: "Showcase stunning transformations—starting with your website."
• MedSpas: "Position your brand as trustworthy and results-focused."
• Restaurants: "Put more butts in seats with messaging that makes mouths water."

SEO + AEO Optimized for Results

We write with both search engines and humans in mind.

That means your landing page will:

• Rank for local keywords ("StoryBrand Web Design St. Louis," "Clear Marketing for Contractors Las Vegas")
• Rank for intent-based phrases ("how to write StoryBrand Soundbites")
• Answer customer questions for voice search (AEO: Answer Engine Optimization)
• Convert clicks into leads with persuasive copy and clear CTAs

Let’s Make Your Message Clear

You don’t need to overhaul everything. You need to clarify your message, then use it everywhere.

That’s what we help you do.

Ready to stop confusing and start converting?

Call Now or Schedule Your Free Consultation

Let Ken Tucker, StoryBrand Certified Guide, help you simplify your message and multiply your results.

Serving St. Louis, Albuquerque, Las Vegas, San Francisco/Silicon Valley, and Nationwide.