Small Business Internet Marketing Blog

Why do websites constantly throw WE, US and OUR in visitors’ faces?  Why do WE as website owners and marketing professionals always make it about US.  WE just don’t get it, most of the time.  WE think users want to know about US and OUR solutions.  WE too often convince OURselves that visitors are only interested in what WE can do for them.

This idea is absolutely wrong!  Websites and companies need to be less egocentric by bridging the gap between visitor needs and shifting towards a consumer centric message.  But how?

The answer is much easier than its implementation.  I’m not sure if that is comforting or not, but it should be.

Users are more likely to interact with websites when they are treated as YOUsers; when messaging is about THEM and THEIR needs.  Messaging should proceed in this order:

1. Address what the user needs to accomplish and why
2. Present the solution accompanied by detailed benefits and cost justification
3. Establish unique credibility and reinforce security
4. Optional - prompt urgency if appropriate

Begin with headlines that simply, boldly reinforce relational relevancy.  Headlines can be brief, factual indicators of the topic. Follow up with a heavier lifting subheader that transitions into necessity relevance which begins the transition from empathizing with user needs to exploring potential solutions.  As the subheader feeds into the first paragraph of content, the messaging can move the reader further and further away from the problematic issues related to their needs while simultaneously approaching principles and/or features that fill in the void.

As a general best practice, website pages should begin by addressing the user and empathizing with the need.  The middle of the page should be capable of convincing the user that your product or service can resolve their need.  By the end of the page, your content should be solely addressing why your website is the best place to get it.

Of course, it may be most effective to address these items through a multi-step process.

This entry was posted on Thursday, August 28th, 2008 at 12:46 pm and is filed under General Website Best practices. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.