Okay, that headline sounds counter-intuitive. Your website is about your company and products, after all – of course, you should talk about them, right? Yes, you should. However, the first priority is to create customer-focused website content, not content about your products or company.
In other words, you should make your website content more like advertising and marketing material than a corporate brochure or company profile. That means showing the customer you understand a problem or desire they have, and demonstrating you have a solution.
Here is an example using a landscape gardening company:
- We are a landscape gardening company offering garden design, build, and maintenance.
- Get the outside space you have always wanted with a design that matches your lifestyle.
The second sentence is much more appealing to the customer as it written from their perspective.
How To Write Customer-Focused Website Content
To create customer-focused website content you have to start with your customer. This means understanding the answers to the following key questions:
Who is your customer?
Where do they live, how old are they, are they single or married, do they have children, what is their income level, do they own their own home, and do they travel – these are all examples of questions that might be applicable to your company.
Many in business use a description that is far too broad when describing their ideal customer. They might say, for example, that they are 20 to 50 and either male or female. This may be true as they may have customers across that spectrum. However, there is always a group of people who are more likely to be your customers. Identifying them doesn’t prevent you from appealing to anyone else. It merely helps you target your message in a more effective way.
Why do they need your products?
Does the customer have a problem that needs to be solved? This could be anything from getting a leak fixed in the bathroom to buying a new car. If they do have a problem, is that problem immediate or will they take their time coming to a decision?
If the customer doesn’t have a problem, what desires do they have? Do they want a status symbol or a luxurious item, or do they want to look or feel better, for example?
Do they know they need your products?
This particularly applies if you have a unique product or service that potential customers are not aware of.
What will motivate them to pick you?
What are their buying triggers? It could be price, service, customer support, familiarity, trust, endorsement, or any of the other key buying triggers that exist in sales. In addition to understanding this, you should also think about why your customers pick you over the competition. In other words, what is your value proposition?
What are their concerns, and what will prevent them buying from you?
Finally, what are the things that might prevent the customer purchasing from you? For example, they could be concerned about their ability to pay for your product, or they might be worried about what will happen if things go wrong.
Writing The Content
Once you have the answers to the above questions you can start crafting your content. Let’s look at the landscape gardening company again as an example. It might identify its typical customer as being a woman who is married with children and who owns her own home. The sentence “Get the outside space you have always wanted with a design that matches your lifestyle” therefore, fits.
Here are some tips for writing customer-focused website content in this way:
- Forget about product features – even if you have fantastic products, features are not important to customers, particularly in the early stages of the buying process.
- Talk about benefits in a relatable way – think about how the customer gets real benefit from your products or service, and then explain it to them.
- Talk directly to them – show them you understand what they are thinking. Two great tools you can use to achieve this are empathy and aspiration.
- Get rid of the jargon – remove every last bit of jargon. If your ideal customers wouldn’t use the word in a conversation at their dinner table, it should not be in your website content.
It is much easier for your customers to imagine owning or using your products or services when you write website content that is customer-focused. Achieving this will help you get the sale.