Does this sound familiar? Your prospect arrives at your office and, after the greetings, the introductions and possibly a little bit of small talk, you quickly get down to business. But what’s your opening salvo?
Do you launch straight into a potted history of your business, your product lines, a summary of your services and brief bios of all your senior staff? I’d wager you don’t and that, in fact, it’s much more likely you’ll tailor the conversation in direct response to your prospect’s requests and requirements.
Natural, flowing dialogue such as this is the best way of finding out precisely what your prospect needs and how you’re able to help. So why then, do countless websites effectively ignore their site visitors by rambling on interminably about “us”, “our” and “we”?
For some curious reason, the process of posting content on-line very often seems to end up being almost totally self-centred. Imagine what the average business conversation would sound like in this context? It would be incredibly one-sided and unbelievably tedious which, to be blunt, really helps no-one.
That’s why your website content should be firmly focused on your site visitor.
The only way to captivate and engage with your audience is to create an environment in which they are comfortable and one they can firmly relate to. Your website content therefore needs to communicate with them on their terms – specifically about their wants and needs as well as in language that they can fully understand.
So every time you create new content for your website, ask yourself this, “Have I written we-words or customer-to-be-words?”