Focusing Your Website’s Content on the Customer

You proudly tout your customer service. You use it as a selling point, emphasizing that your company stands head and shoulders above the competition in terms of personal attention and customer satisfaction.

And, while this may be what you are telling your customers in person, your website may be whistling a different tune. The problem that many customer-focused businesses run into is that their websites are no more than a dumping ground for sales pitches and product information. Instead of addressing concerns that affect the customer, these sites are shamelessly company-focused, almost ignoring the customer altogether.

Of course you value your customer, but it is important to make sure your website conveys this message. As you take a hard look at the focus of the content on your website, consider these following points:

  • Just the Facts: Unless you are selling yourself as a copywriter, no one really cares how many adverbs you can shove into a sentence. So avoid the temptation of overwhelming your audience with descriptive phrases that tout your innovative differentiators. Instead, stick to the facts. Explain to your audience what you do and how you can help them.
  • Leave the Technical to the Technicians: The content on many websites, especially those in the manufacturing and technical verticals, is chock-full of jargon.  Unfortunately, unless your target audience is composed entirely of industry experts, you run the risk of turning away customers.  Remember, the goal is to focus on your customers, so use language they are familiar with.
  • Address Your Customer: Avoid the temptation of trying to sell to everyone. You know who your target audience is, so speak to them directly.  For instance, do you offer a product or service that addresses the needs of the retail industry? Then call this out with your content.

The best online marketing campaigns are centrally focused on the customer.  So make sure that your website’s content conveys this. By addressing your customer directly and avoiding the fluff, you’ll prove to your audience that you really do value their experience.

About Robert Hosler

Rob is a Senior SEO Strategist at Fathom. Holding a Bachelor’s degree in English from Kent State and with more than seven years of direct SEO experience, Rob prides himself on pairing his knowledge of SEO with creative solutions to help clients always remain one step ahead of the everchanging search engine algorithms. Rob has worked for Fathom since 2011, and over those years he has taken great pride in helping a wide range of client grow their digital footprint. When he’s not heads down in SEO strategy, Rob is an avid reader who enjoys spending time with his wife and two kids.

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