How do I make use of customer-focused strategies for my website? If you’ve never asked this question, it’s time to consider how your website looks to an external audience. Remember, today’s web traffic tends to make up their minds about a website after only a couple seconds of review. That means that your tone, the data you provide, the first words they read, and other key factors will influence their decision to stay on your site or ‘bounce’ elsewhere.
Much like blind dating, if you spend those precious seconds talking only about yourself and ignoring the other person, you aren’t going to form a relationship. When we talk about web content being customer-friendly, or customer-facing, we mean content that helps form relationships by meeting the customer at least halfway. Here are several ideas on how to do just that.
Social small talk rules apply here, too: Sometimes it’s more about the way you say something, than what you’re actually saying. Marketing Today published a great article that compares a stale old “business bio” paragraph with a customer-centric “here’s how we can help you!” piece. They give the same facts, but only one piece of content looks ready to help out consumers. When creating content, especially for your home page, start by detailing your value offering, what products/services people can expect, and how people can best use your site. Save your bio and history for the About Us section.
This heading is called “contact, buy, learn more” because these are the three options that should be immediately available to visiting web traffic. A contact option will help those who have specific questions or want personalized contact. A buy option will help people explore your current products and make a purchase decision. Finally, a learn more option will help visitors learn more about what you do, specific packages you offer, what rates you charge, and FAQ’s. All three elements are important to a customer-focused site.
Give people a reason to stay on your site: This is where blogs, online calculators, and a variety of other content options come in very useful. Essentially, you want content that directly addressed their wants and questions instead of content that just tries to sell. Become a source of information about your industry and how your products/services can be used, and you will see the benefits. This is also a great place to include a forum, a robust comment section, and other ways for customers to talk to each other as well as your business.
Ultimately, the best customer content is the content that is personalized just for them. We know this sounds impossible to do over a mere website, but there are strategies to help with this. In addition to targeted content, you may also want to consider what some call narrowcasting (another marketing buzzwordwe could probably do without): This refers to creating content like blogs or landing pages designed specifically for a customer demographic you want to target, usually based on customer personas or other marketing data that has been collected. In other words, allow your data to inform your content.