Does Your Web Copy Really Reflect Your Values?

You have a set of values within your company.

Every employee is supposed to uphold those to provide a united front of customer excellence.

You’ve probably got an “Our Values” page or section on your website that outlines them, but are they reflected in the rest of your website copy?

What does your website tell your customers?

For a moment let’s imagine I’m a potential customer.

After browsing the web I found your website. I’ve had a quick peak at your About Page and read all about the values you hold dear. Great, you sound like my kind of company. Then I nip back to the Home Page – ah, something’s not right.

Your values told me that your customers always come first, how you bend over backwards for them and offer an unrivalled level of customer service. The problem is that your Home Page completely ignores my needs and talks about your company’s growth, the awards you’ve won, your passion for your industry and how long you’ve been in business.

Hang on a minute, what happened to being the company that puts its customers first?

You haven’t told me what you do or how it will benefit me – so I’m not the centre of your world at all, you are.

It’s mixed messages like this that will scare off potential customers.

Customers always come first

Your website isn’t your online portfolio from which you can shout about how amazing you are. It should be an outlet through which you can show me, as a potential new customer, how you will make my life easier, better or more productive.

It is there to attract new customers. If it just talks about you and your achievements it won’t convert visitors into customers.

Sure, you can talk about you achievements and awards to back up your services, but confine it to the About section. Your Home Page must be about your customers.

Make sure your Home Page:

• Clearly shows what you can do
• How your products or services benefit your customers
• Tells them how to get in touch

It must be all about your customers because that’s what they want to hear. There is no room for your ego on your Home Page.