Don’t Create a Website ABOUT Your Company. Create One FOR Your Customers.
By Karon Thackston © 2010, All Rights Reserved
Just for a moment, pretend you’re a fly on the wall in my office. I’m on the phone with a prospective client and things are going well. We’re talking about their target audience and they seem to have all the right answers. I am confident that these people “get it.” Then the conversation takes a sharp left turn.
Client: “We want to build a website about our company.”
Me: “We typically suggest building a website that’s focused on the site visitor.”
Client: “That’s what we want to do. We want to tell them all about us.”
Me: “If a client walked into your office, would you just start rambling on about your company? Or would you tailor your conversation to the person you were facing, finding out what they need and how you can help?”
Client: “Uh, well …”
Go look at your Home page right now. How many instances of “we” and “us” and “our” do you see? And how many times is “you” or “your” used? You don’t want to get caught we-ing all over yourself, now do you?
I have actually seen countless websites that completely ignore the site visitor. Not a single “you” or “your” on the entire page. Everything… every last sentence revolves around “us,” “we” and “our.” Can you just imagine what type of telephone or face-to-face conversation that would be? For some reason, placing information online instead of communicating verbally gives license to be completely self-centered.
The Transformation from We-Copy to You-Copy
“If the copy isn’t supposed to be about us, what is it supposed to be about?” The copy should focus on how you can help your site visitors and what results they will see after using your products/services. Let me show you the difference.
Here’s a snippet of copy from a business that provides services to protect daycare centers from parents that are bad payment risks. Here’s the company-focused copy:
Our Best-Ever Parent-Check Software is Now Available
Over the past 10 years, we have developed innovative software designed to check parents’ histories and ensure they have no outstanding daycare payments or judgments. Now, our most advanced version is available. At Provider Watch, we guaranteed that version 2.0 has the most up-to-date database available. We keep a guarded watch over all our providers to prevent financial problems before they start. Contact us today for a free demonstration.
And the customer-focused copy:
Find Out If Parents Are Bad Payment Risks
BEFORE You Accept Them as Customers
It’s a sad fact. Providers often face the hassles and stress of parents who are bad daycare payment risks. In many cases, these parents are just making the rounds… hopping from provider to provider. They may have a long history of non-payment or even childcare collection proceedings. If you had only known that to begin with, you would have never accepted them as your customers.
Providerwatch delivers the vital information you need to make confident and accurate decisions based on past daycare payment history.
See the difference? The first is all about the company. The second is all about the daycare center, its needs and how Providerwatch can help.
It’s Not Just About the Copy
Everything about your website should focus on the site visitor. Yes, this includes copy that addresses and speaks to customers in their language and about their needs. It also includes the keyphrases you choose, the colors you use, the layout of the pages, the navigation, the flow of information, the checkout process (if an ecommerce site), etc.
With every decision you make about your copy, search optimization, design and usability, ask yourself this, “Does this focus on our site visitors? Specifically, how will this benefit our site visitors?” Since they are the ones with all the money, doesn’t it make sense to create an environment that is engaging and comfortable for them?
Need help with writing to suit your target audience? Karon’s Step by Step Copywriting Course will make you a pro in no time. Find out more at http://www.CopywritingCourse.com
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2 Responses to “Don’t Create a Website ABOUT Your Company. Create One FOR Your Customers.”
Don't Create a Website ABOUT Your Company. Create One FOR Your … | Legitimate Business Opportunity - March 11th, 2010
[...] Read the original post: Don't Create a Website ABOUT Your Company. Create One FOR Your … [...]
Omar - March 12th, 2010
awesome Karon, this is exactly I preach to my clients and I appreciate you posting this!
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