Content writing for websites – your customer’s point of view is everything
By Meg Wilson
When it comes to writing content for websites, a lot of people don’t quite understand just how complex it is. Sure, you may be an excellent writer, a grammar queen or even well adjusted to using a thesaurus. Unfortunately, these skills are less than half the battle when it comes to writing amazing content for your website. Let’s delve into why your customer’s point of view is so important.

Lists of offerings aren’t always useful

When you first start DIYing your website (please don’t), you are very likely to start writing all about you and your services. It is your website after all right? Wrong. Your website is for your potential customers. We cannot stress strongly enough how important it is to write every single word on your website with your target audience front of mind.

Let’s look at an example:

Say that you’re a lawyer, looking to share with the world the amazing services you have to offer. Your services are broad in nature, and so you may be tempted to list every last one of your offerings on your website. Don’t do it! Your customers have no idea what services they might need, all they know is that they have a problem, and they’re hoping like heck that you can help them solve it. In this example you would write reassuring content, to let them know no matter their issue, you’re there to help.

"We cannot stress strongly enough how important it is to write every single word on your website with your target audience front of mind."

Your about page isn’t about you either.

I hear you, you’ve tamed most of your website so that’s it’s all about your customers, why can’t you have the about page for yourself? Well the simple fact of the matter is that this is valuable space, and even though you should mention how much of an expert you are, you should also demonstrate that you still have the client front of mind. In short, if your client doesn’t care, it should be there.

Let’s continue our above example:

As a Lawyer, you may feel you need to talk about just how much of an expert you are on the law. However, why not show don’t tell? On your about page, you could write a few important dot points about yourself, such as your specialty, and how many years you’ve been doing this (if it’s an impressive number, leave it out if it’s not), and any special groups you are part of. After this short list, why not demonstrate just how great you are at your job with a long list of testimonials from your very happy clients? This is what’s called a trust signal, and is much more likely to help convert your new client that a length expose about how smart you are.

Positioning is everything

When it comes down to it, your digital experience should reflect your in-person experience. If you can’t imagine spending your entire first client meeting chatting all about yourself, and nothing about the client – then don’t write non-stop about yourself on your website. Even your conversion tools, such as forms and subscription sign-ups should be in a conversational tone, to help you better access your customers.

If in doubt, we can help out! We pride ourselves in being absolute pros at positioning your business in the best way possible to your potential customers. Why not send us a message to find out just how much easier it will be for us to do your content writing, compared to you attempting to DIY it?

Meg Wilson
As the driving force behind Start Factory, Meg is part word wizard, 6/8ths design critic, 90% website creator, 59/5ths marketing queen and 1000% small business know-it-all. Meg has plenty of opinions on anything and everything, just ask her! With over 15 years experience running 5 different businesses plus a non-profit group, Meg has been around the block and knows exactly how to get your business off the ground.

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