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.