Mastering Website Redesign Part 6: Writing Content That Focuses on Your Customer

Welcome back to our series on mastering website redesign, with me, Dave Baldwin, at the helm of PlusCode Website Design. As we dive into strategies for writing compelling website content, it's crucial to shift the focus from self-praise to customer-centric benefits and emotional resonance. In part 7, we explore how to write content that speaks directly to what your customers will receive and how it will make them feel, ensuring your message resonates deeply and drives engagement.

The Shift to Customer-Centric Content:

1. Highlighting Customer Benefits:

Begin by identifying the core benefits your products or services offer to the customer. Instead of listing features or accolades, focus on how these benefits solve problems, enhance lives, or bring joy. For example, instead of saying "We offer 24/7 customer service," try "Enjoy peace of mind with our 24/7 support, ensuring help is always just a call away."

2. Emphasizing Emotional Outcomes:

People make decisions based on emotions and justify them with logic. Your content should tap into the emotional outcomes of using your service or product. How will it make them feel? Relieved, happy, confident? For instance, "Step into a home that feels like a haven of comfort and style, crafted just for you," connects more deeply than "We sell high-quality furniture."

3. Speaking Directly to the Reader:

Use language that speaks directly to your audience, addressing them as "you" to create a personal connection. This approach makes the reader feel seen and understood, increasing the relevance of your message. For example, "You deserve a hassle-free vacation, and here’s how we make it happen," is more engaging than "Our company provides hassle-free vacations."

4. Sharing Stories and Testimonials:

Incorporate stories and testimonials that showcase the experiences of real customers. This not only adds authenticity but also allows potential customers to envision themselves enjoying the same benefits and feelings.

5. Focusing on the Transformation:

Your content should paint a picture of the transformation customers will experience. Describe the journey from the initial problem to the solution and the positive change it brings. This narrative structure naturally highlights the value you offer and the positive emotions associated with it.

Writing content that focuses on customer benefits and emotions is about showing empathy and understanding towards your audience's needs and desires. By shifting the spotlight from your company's features to the tangible and emotional benefits for the customer, you create content that truly resonates and motivates action.

Struggling to find the right words to connect with your customers on an emotional level? PlusCode Website Design is here to help. Our team specializes in creating customer-centric content that drives engagement and conversions. Reach out today, and let's craft a message that speaks directly to the hearts of your audience.