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Courting your customers with content

Part of the key to writing successful web content is understanding your customers. The web is a fickle place – you have such a short amount of time to stop and engage visitors before they hit the back button and leave your site.

So how do you do this? Here are a few things to consider:

  • It’s easy to get carried away on your sales pitch, but make sure you stop and think why your website visitor is actually seeking out your product or service in the first place. What situation brings them to need what you are offering? Are they celebrating? Mourning? In the midst of an emergency? Take into account their state of mind and make sure your content speaks to them at that level.
  • How are people planning to pay for your product or service? Is it something that needs to be saved for? Are they likely to buy it on credit? Is it tax deductible? Are they eligible for a grant or rebate?
  • Who would they trust recommendations from? There’s no use having a bunch of testimonials on your site if your target customer isn’t likely to believe or trust what they say.
  • What may make your potential customer hesitate buying/contacting/using your service? Is there a way you can neutralise their concerns?

What do you think? What other tips do you have?

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I’ve just had an article published on SNOBs.com.au – check out Snappy SEO: Do-it-yourself search engine optimisation.