After reading the title of this post, you probably clicked wondering “how’s he going to spin this to make it right?” But the truth is I’m not going to spin anything. I mean what I said—customers do not care about you. Let me explain.
When you visit almost any small business website, you’re met with the same old content. “Welcome to our site. We’ve been in business blah blah. We are known for blah blah blah. We are committed to excellence blah blah.”
See those blah blahs? That’s how we read such content. In one ear, out the other. And that usually results in Xing out the page and moving on.
What’s the problem? Is the content just boring? Well, that might be part of it. But people certainly aren’t visiting your small business website for entertainment purposes.
What it comes down to is what I said earlier—people don’t care about you. They don’t want to sit and listen to you tell your company history and your qualifications.
It’s Time to Shift Your Focus
So what do your customers care about? Sounds like a hard questions—but it isn’t . See, when you get down to the root of the matter, pretty much everyone is concerned about one thing: themselves. Or more specifically in this case, what your company can do for them. Knowing this basic human truth, your content should be geared toward what benefits the customer will reap from your product or service as opposed to why you are awesome.
You might be awesome, but they don’t care.
An Example for You to Chew On (Copywriting 101)
Let’s practice a bit. Say you’re a law firm dealing with medical malpractice suits. When I go to your existing site, I read, “We have been in the business for over 20 years.” Company-centered copy.
How do we change it? Let’s try this: “You need a law firm experienced in handling malpractice cases just like yours. With over 20 years in the business, you can depend on our lawyers to know exactly how to take your case all the way to victory.”
See the difference? One gives a fact about the company. The other explains why you should care by telling you how you can benefit from that fact.
Get Your Focus Right
Maybe you have good traffic to your site, but you just aren’t getting those visitors to buy. If so, maybe you need to get the focus right. Drop the “we” and talk about your customers!
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.