‘Call to Actions’ Speak Louder than Words

Checking out what a company does from their website can be a major chore. First of all, sorting through all of the buzz words, demo request pop-ups and screen takeovers is incredibly off-putting. It’s the digital barrage that overwhelms the person looking at the site to find out if what you do is attractive to them to learn more. Whether that’s someone buying your product or looking to potentially work for your company, the “buy, buy, buy” call to actions show what your company values more than the “values” section on your website. 

Websites stuffed with buzzwords about machine learning and riddled with annoying pop-ups offering demos aren’t just failing to convey values, they’re failing to present value to the buyer.

If the buyer doesn’t see value in the company, why would a potential employee?

The other problem with too many buzzwords or convoluted value propositions is they might just confuse the customer — and potential employees — as to what you even do.

A good rule of thumb: If you can’t explain what your company does to your grandparents and have them understand, then chances are, you’ve already lost most of your web visitors.

The value you offer should be so clear anyone hearing it gets it — whether they’re in the industry or not.

Why Values Matter

If you aren’t attracting the right kind of talent, maybe you’re sending the wrong message about who you are or what your business stands for. Worse yet, you may not be communicating any values at all.

A mission-driven organization will attract more, higher-quality candidates.

But all too often, a company’s website is more focused on how cool their product is instead of their brand.


If you focus on who you are as a company and include the product or service along the way, you kill two birds with one stone. The world sees both your values and the value you offer.

This post was influenced by the Sales Engagement Podcast with Scott Barker, where I was a guest speaker. I spoke about the above topic as well as others, check it out!

In the end, if your company lives and breathes a great set of values, it doesn’t just attract the best talent, it keeps the awesome talent it already has.

So, make that 3 birds…

Author: Tim Yandel

I'm Tim. I live in Cole Valley, San Francisco with my wife, Julie, and two daughters Addie and Audra. I tend to write a bunch about leading Sales teams, since that's what I've been doing since 2006. I'm particularly drawn to the psychology of selling, whether that be how people buy things or sell things, it's fascinating how decision-making is centered into the core of who you are as a person. I enjoy cultivating a culture centered around mastery of your craft and a genuine passion for winning together. Outside of professional learnings, I enjoy listening to epic sci-fi and fantasy books while I run long distances to decompress and obsessed with watching my two girls grow. For a good ice breaker, ask me about my Golden Retriever and my Bernese Mountain Dog.

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