whose opinion matters most when writing your website content

Navigating a customer-centric vs company-centric approach.

This article originally appeared on Bizstory Content’s blog, in March 2020.

You’ve been showcasing your business for years: you know your USP, the features and benefits, and who to target. You’re confident in your ability to connect with prospects and convert them to customers.

Now it’s time for a new website — that old clunker from 2012 isn’t looking so hot any more, and your new-kid-on-the-block competitors are attracting profitable attention with their sleek, minimalist site.

So you start writing your website. You’ll have pages of information, tell potential customers everything they need to know about your product/service. You’re not afraid of showing off, so you’ll let them know why you’re great and how knowledgeable you are. There’ll be no doubt that you’re the expert, the go-to guy, the company they just have to buy from.

But the customers aren’t engaging. You aren’t getting the results you hoped for, even with your new and shiny web design. So what’s going on? Are millennials ruining the internet again, or is it something else?

The answer could lie in your words.

When you were busy writing your website, were you thinking about your customer, or thinking about your company?

If you were thinking about your company, you need this article.