Me, myself and I.

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This is the most common mistake that a lot of businesses make when producing content for their website landing pages.

Let’s be brewtally honest from the get-go: IT’S NOT ABOUT YOU.

Your audience doesn’t care to read about how you:

• “Strive to be the leading something in whatever…”
• “Have 500 minions in your company…”
• “Aspire to be this and that…”

Drop all that me, me, me stuff, and put the spotlight on your potential customers. This is especially important for the content on your website homepage or landing pages. As a customer, I want to know ‘what’s in it for me’ as soon as possible. My main concerns are:

1. I have a problem, do you have the solution?
2. How will I benefit from your product/service?
3. Can I trust you?

If your content doesn’t address these 3 key concerns upfront, your audience is unlikely to browse any further. You might have the most beautifully designed website, but if it doesn’t get you any enquiries, leads or sales, it’s a lemon.

After working with SME business owners for more than 8 years, I know that many startups and small businesses have limited resources and don’t often have the luxury of engaging a professional writer. The good news is that there are some simple ways to improve your content and increase website conversions:

Put the spotlight on your customer

As I mentioned earlier, it’s not about you. Putting yourself in your customer’s shoes will give you a better understanding of what their pain points are, and what they look out for when making decisions on who to hire or buy from. Better yet, why not interview your current customers and hear directly from them – it will help you produce engaging content.

Highlight benefits, not features

Tell me how you can make my life easier or solve a problem that’s been driving me batty, e.g. get things done faster, reduce stress, increase productivity. Benefits create a higher perceived value. Value-based selling is more persuasive as it engages your audience on a deeper level. If you’ve ever felt like you’re a fishmonger in a wet market dealing with a haggling customer who wants fish for the lowest price, that’s because when perceived value is low or non-existent, price is the only thing that your customer has to go by as a decision-making factor.

Use social proof

Nobody wants to be a guinea pig. No one wants to risk their hard-earned money. Customers want to know that they’re in safe hands so make sure you show them your track record. Use testimonials, before & after examples, case studies, awards, media coverage etc. Saying that you have the best service or expertise is pointless – you have to back it up with proof.

Speak Human

Throw out all the industry buzzwords and jargon. Your customer isn’t from your industry; that’s why they want to engage your services. Don’t make them Google your industry terms. Use every day language that everyone can understand. You’ll find that your audience will trust you more because you’re not trying to smoke them with all the crazy jargon.

By following these guidelines, you can make a difference to your website content by focusing on the customer and not making it about you. You’ll be amazed at how the smallest tweak could make a big impact on how your audience perceives your business. Give it a go – we’d love to hear about your results!

If you’re struggling with your website content or website design, tell us more and we will be happy to do the heavy-lifting so you can focus on growing your business!