It’s not about you

Your web site shouldn’t be about you – it should be about your prospect and customers. The average technical and trade website visitor is only interested in what benefits them as a business – they are self-centred. So your content language should not be concentrated on “our” and “we” but instead “yours” and “you”. The age old attitude of ‘my website is a shop window for my business’ is still present today, however, the prospect looking through the window no longer wants to know about you as much as  the need to know WIFM…what’s in it for me? Providing value through your content is what makes the difference.

This isn’t rocket science. Just think about what you yourself do when you’re surfing the web. What do you think about the links that you turn up, why do you click on the 4th listing in a search result and not the 2nd? Where do you expect to find the menu when you get to a website? How many clicks will you bother with before you give up? How many pages of self-promoting gobbledegook do you read before you hit ‘back’?

As this blog so aptly puts it Your Customers Don’t Care About You. Interestingly enough the writer explains that it’s due to a misunderstanding of this fact that so many business using social media for marketing fail to benefit. Social media networking is entirely based on the concept of “you”.

Go on, as the blogger says: take the content marketing test. You’ll be glad you did. You may also benefit from reading our Social Media Marketing for Construction companies article and Content Marketing article to help you get your website performing to its best. Sign up to receive these article on a monthly basis by signing up to the My Digital Insider series.

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s worked with over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

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