How to Write Customer-centric Website Copy

“Get the leading product on the market.”

“We’re the industry leader.”

“We’re so great.”

“You’ll regret what you buy elsewhere.”

Statements like these are not customer-centric. They focus more on the business making the claims and less on the customer’s needs.

And yet, this is the positioning of so much website copy that’s out there right now. They’ll tell you all about what they do but not much about what you’ll get out of that product or service.

That’s because most business owners are too close to the business to provide details outside of how the product or service works. So instead of making customer statements, they state facts about the business.

But these facts are not what motivate buyers to purchase with you.

Instead, consider statements like the following.

“See what our satisfied customers have to say about working with us.”

“Our outcomes speak for themselves in showing the impact we have for our customers.”

“Learn why our customers call us the best solution on the market.”

Now you aren’t talking about how great you are, but you’re allowing your customers and your customer outcomes to do so. 

Highlight Product Benefits First and Features Second

Lead off with the benefits your customers get from your products or service. Then describe what the product does and the features it has.

Sometimes websites swing too far toward benefits. I get done reading the copy and I have no idea what the product or service offers. So there’s a balance here that you have to strike.

You still need to tell clients what you do and why it matters. You can’t skip over the features section because you’ve heard how important benefits are.

Write Enough Copy to Guide Visitors

Another trend is to have an overly simplistic website because people don’t read. It’s true that you have about two seconds to capture your visitors’ attention.

But once you have a visitor’s attention, you also have to have enough detail in your content to guide visitors toward a purchase.

Depending on the complexity of your product or service, you might have a few hundred words of text on each page of your website.

Don’t forget crucial details, such as the size of a physical product, materials it’s made out of, etc. The more details you can provide for products, the easier it will be for your customers to decide whether to purchase them.

Keep Your Content and Writing Style Simple

Even though you should have substantial copy on your website, you don’t want to make it look overwhelming.

Work with a designer to break up your copy into small, readable sections. And make sure that your freelance copywriter is skilled in writing simply. 

Companies in complicated or technical industries might assume that there’s no way to use simple, common language to describe what they do. 

That is not the case. A skilled writer can make even these complicated concepts incredibly simple for the customer to understand, while not dumbing down the content. 

Choosing the Right Website Copywriter

Before you hire a website copywriter, ask to see samples of work from previous website writing projects. Look for how simple and clear the copy is.

Review whether the copywriter is skilled at making complex topics simple and easy to understand. 

If you’re looking for a skilled website copywriter, Bridge the Gap Communication can offer this service starting at $60 per webpage. Learn more by contacting us.

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