Improve visitor engagement

To really resonate with your target market, your website should be about your customers and their needs – not you. Let’s face it: Your customers don’t really care that your company was established in 1976 or that you acquired ABC Company in 1987. What they do care about is how your company can help them solve their problem.

More “you”s than “we”s

It is crucial that the focus of your content is on your customers by using more “you” and “your” statements than “we” and “our” statements. Successful web copy is customer-centric, not company-centric. Be sure to stay focused on meeting your customers’ wants and needs.

Why should the customer care?

It is also important that your web content immediately answers your customers’ or potential customers’ questions: So what? What’s in it for me? Why should I care? Be sure to tell them, get straight to the point – and then stop.

Speak the same language as your customer

If, for example, you are in the business of selling video-conferencing equipment to universities, you may talk about “didactic rooms” and “telestrating” with your colleagues, but chances are pretty good that your web visitors won’t understand what the heck you are talking about. Stick with “lecture rooms” and “drawing on video images” and you’ll be much more successful.

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