A common thing that I see when clients are redesigning or starting a new web development project is that they are focused on themselves.
A website should obviously have information about your company and should show off what makes you different. However, the content should be full of what you can do for your customers, and what benefits you can offer them. Continuously telling prospective customers about yourself, how great you are, and how everything you touch turns to gold won’t get you very far. The client is what matters. Moreover, how you can help, save, improve, or satisfy them is what is important.
Here are a few examples of how you can change your content to be more effective:
Instead of: “We’ve been in business for over 20 years”
Try: “Over the last 20 years, we’ve built strong relationships with our customers and community.”
Instead of: “We are more advanced in every way than our competitors”
Try: “Let our unique, innovative methods make your life easier”
Instead of: “We are never late to appointments”
Try: “We know your time is valuable; we vow to never make you wait”
I think you’re getting the point. If you keep this “client-centered” perspective in mind the whole time you’re developing content, it will get easier and easier as you go.