Content Marketing

Does Your Website Content Reflect Your Audience?

Image: Buildings reflected in another building to illustrate a website reflecting customers wants and needs. Photo by: Martha Spelman.

Or is your website all about YOU?

“What?” you say. “My marketing is supposed to be about my company, about what we do, right?”

Wrong. Instead, your website content should show what you can do for your customer. Can they see themselves in your website? Is their solution already there?

For much of my career, I’ve built the brands and marketed the work of commercial artists and photographers to advertising agencies, corporations and design firms. Each artist shows an online portfolio of their work: a car they’ve shot, a product they’ve rendered, a concept they’ve illustrated. What’s the client looking for in that portfolio? Something that looks just like the product or scenario they have in mind. If they see something close, they’ll hire the artist or photographer. If not, they keep looking.

Your website content needs to reflect your audience – the brand persona you’ve identified as your ideal client and the wants and needs that client may have. When the viewer recognizes a solution on your website that corresponds to their problem or need, they feel confident that you can do the same for them.

How can you show this affinity for your prospects’ issues? Your brand positioning is crucial: you clearly describe your product or service and the benefits of working with your company.

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But especially important is “knowing” your ideal client profile and the “wants and needs” your prospects have. You can determine these wants in needs in several ways:

  • Review past projects or sales – focus on the most frequent requests
  • ASK: Survey clients via phone, email or a use a service like “Survey Monkey”
  • Talk to your sales personnel — see what requests they receive; what are the most predominant “problems to be solved?”

How can your website best show your capabilities:

  • Web content including case studies, FAQ pages, podcasts and webcasts
  • Testimonials from satisfied clients that include mention of your services or product
  • Videos and images that describe projects relevant to your prospects
  • Blog posts, articles and whitepapers that illustrate your knowledge of your industry and your client’s issues

When your company clearly represents what it is they offer – why you are the obvious choice and representation that you have a solid grasp of industry issues — potential clients feel secure in giving you their business.

When visitors come to your website, you want them to say, “I’ve come to the right place.”

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