Your website is not about you

Dear Marketing Manager,

I am sorry to burst your bubble but your website is not about you. In fact it never was. Your website is about your visitors and the journeys they make within your site.

Your visitors couldn’t care less care about your latest technology. For the last 20 years, they have been hearing about the wonders of every whizz bang technology that came down the pike. And quite frankly they’re tired of it.

Here’s the good part so listen carefully. Although visitors are not interested in your technology, they are very interested in benefits. They like products that help them do something better, quicker and more efficiently.

So don’t sell them cool features and whizz bang technology when what they’re buying are plain and simple benefits.

Make a bridge to their world. Understand who they are and what motivates them. Don’t talk at them, talk to them. Show how your product fits in their life.  And how it helps them do something better, quicker or more efficiently.

Your users are on a journey in your website. It’s up to you to make sure they reach their destination with a smile.

Sincerely,

Don Seidenberg

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