In my last blog, I wrote the 101 on writing for your website. I received some great feedback, and thought it would be helpful to delve into each of the areas to give you some in-depth tips and practical examples.

Whether you already have a site or are about to write one, this blog series is for you.

It’s them, not you

Above all things, remember this website is for your clients – existing and potential. Every word you write should educate them on how their life will be better with your product or service, solve a problem they’re facing or answer a question they may have.

But what does that look like IRL?

Why your ‘why’ isn’t everything

I know we’ve all been sold on the promise that if we tell customers our purpose, our ‘why’, they are going to open their purse and buy up all your lovely product or snap up your services without a second thought. On this basis, you’ve thrown your brand story together; it’s got the right amount of emotion to pull at the heartstrings, and it’s on your homepage. But, you aren’t seeing it translate into sales. Sound familiar?

The thing with the ‘why’ is that it should be the foundation of your business, it should come across in your copy, but your reasons for starting your business are usually not exactly the same reasons someone is going to buy from you.

Let’s take a look at HelloFresh.

Their vision: “To change the way people eat forever. To have access to the best ingredients and the knowledge to cook them.”

Where does that exist on their customer website? Nowhere really. Because that’s not why people come to them.

We purchase their meals because:

• We want stress-free cooking.

• We want to avoid the early evening dash to the supermarket to pick up supplies.

• We want to outsource our meal planning and grocery shopping.

Their ‘why’ underpins what they do, but it’s translated into messaging that the customer cares about.

We, us, our – your hidden enemy

When you live and breathe your business, it’s incredibly easy to get caught up in how fabulous your biz is, how fantastic your products are and how hard you work at bringing the best to your customers. The reality is (and I’m a realist in case you hadn’t guessed), your reader doesn’t really care. ‘Good for you’ they might think, and then….’ what’s in it for me?’ That is what you must focus on. Sure, give yourself a pat on the back 20% of the time. But the other 80% needs to be about what your customer will get out of it.

Here’s an example:

We, us, our: Our washing machine has the fastest and most efficient quick-wash at 30 degrees. We’re the in best in the market.

WIFM (What’s in it for me?): Get more of your washing done faster, so those over-loaded laundry baskets will be a thing of the past and you can do more fun things with your time.

Be their go-to

Answering a customer’s question can help build trust, rapport and the foundation for a future sale. Positioning yourself as an authority in your area means they are more likely to remember you favourably – you solved my problem, gave me tips on how to improve something or provided me with the exact information I was looking for. Anyone that does any of those things is going to leave you with a good feeling right?

If you are stuck on what to write, think about the most common questions you’re asked. That could be through your website, at market stalls, in your shop or as comments on your socials. Your customers are telling you things all the time. You just need to listen. And answer them.

Your customer-first checklist

1. Is your ‘why’ on your home page? If it is, make sure it’s in the customer’s language, not yours.

2. Do a little audit of your website copy – how many times do you use the words we, us and ours? Can you flip it to read you and yours?

3. Are you answering your customer’s questions? Can they come to you for insights and tips they may not know?

Follow these simple tips to get that website of yours customerised. (Totally made that word up.)

I’d love to hear your thoughts on putting the customer first. Drop me a comment on my Insta if you are so inclined. And if you want a helping hand to wave the customer wand over your copy, get in touch.

Next time…the customer journey. What is it and how you design one.

Photo by Amer Mughawish on Unsplash