“How can I help you?”
Walk into a retail store and that’s often the first question on the sales assistant’s lips. It’s also the question your website content must answer.
Many businesses make the mistake of presenting their website as a glowing resume, detailing their history, size, mission and achievements. But they forget the most important person: the prospective customer!
Before you show off your company you need to inform customers what you can do for them. You need to identify their frustrations and show how your company provides a solution. You need to talk about the benefits of your products and services, not just the features.
That’s not to say you can’t talk up your accomplishments and qualifications. In fact you should to help build credibility. Just make sure you let the reader know what’s in it for them first.
Here are three great articles on customer-focussed website content:
Quote: “Realize that the words you use and how you use them are telling your visitors where your focus is. Want them to stick around and eventually take the action you want? Talk about them, their needs, their wants, and how they can get those needs and wants satisfied. Use customer-focussed language.”
Is Your Website Self-Centred or User-Centred?
Quote: “Always remember who will be using your website. It’s not your company CEO, marketing department or programmers. The truth is that your website visitors have the power to bring fame and fortune, or ruin a reputation and sour investors.”
Websites reflect true face of an organization
Quote: “A website shows the true face of the organization as never before. A website is increasingly the place where customers get that vital first impression.”
Charles Cuninghame – Freelance Copywriter
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