You have a website because you want to attract customers and increase revenue… you want to tell your readers all about you and what a great product or service you offer. Come… see… buy… right?
Wrong! One of the most common and perhaps biggest mistakes in website copy is believing that readers want to hear about you, when in fact, your readers are thinking about their own wants, needs, and desires. What they really want to know is how your product or service will benefit them or solve their problems. And your web pages should reflect this, but do they?
A nifty tool to see if the words on your web pages convey a desire to meet the wants and needs of your readers give a more self-focused impression is the WeWe Monitor or Customer Focus Calculator found at http://www.renowinc.com/wewe.htm. Just enter your URL and the company name or names used on your website into the calculator. The resulting ‘WeWe Score’ will give you insight as to what impression the content on your web pages may be leaving your readers with.
As an example, I entered the URL and company name of Local Directive. Here are the results:
These are the Customer Focus Calculator results:
For the url: https://www.directivegroup.com/
Your Customer Focus Rate: 70.97% (22 customer-focused words)
Your Self Focus Rate: 29.03% (9 self-focused words, and 0 mentions of the Company Name)
You speak about your customers about 2 times as often as you speak about yourself. Excellent!
Amount of Content submitted: 31.7k
Persuasive Copy to be analyzed: 5.5k
Free WeWe Analysis performed on: 473 words
What should you do if your score is low? Research your market and uncover what your customers want and need. How can you best serve them? Now rewrite your web copy with the results in mind. Tell and show your readers how your product or service can meet their needs. Customer focus will go a long way, particularly in this up-and-down economy.