In a nutshell, the most important thing you can do with your content is write with the READER in mind. Do this and get ready to start getting more calls... Not only does a customer-centered site do a better job of selling, but customer-centered content can make or break your site's ability to create quality conversions. You should be doing more than just defining your services and puffing yourself up. You should be reaching out to the customer like you were standing right in front of them. 1. You can use “you”. When you write, pretend that you’re speaking confidently to someone you know, like, and trust. You’re never lecturing. You’re engaging in a helpful conversation in which the other person’s voice isn’t heard but is anticipated and valued. 2. Write in a conversational style. Strive to write in a conversational style. Just remember, the more friendly and approachable, the better. Also, use contractions, it’s intimate, and it increases readership. Lastly, use common words not business jargon, you’ll appear more familiar, more friendly, and draw the reader closer. 3. Tell the readers what’s in it for them. Speak to the significant benefits for readers. You’re NOT important; the readers are. They want to know, “what’s in it for me?” Of course, you have an agenda but you can’t connect to your readers unless you write to their self-interests, not your own. 4. Speak in the reader’s language. This isn’t time to show off your vocabulary. Your style and your choice of words should match your reader’s style. A letter to information to IT professionals should speak their language, a letter baseball fans should have the slang and punch of a sports column. 5. Be a mirror. Ultimately, the best content (and in fact, all the best marketing materials) aren’t really about you, your business, or even it’s products and services – they’re about your customers. Your content should be a mirror. When prospects read it, let them see themselves: their hopes and fears, their values and dreams, and their best idea of who they are or would like to be. What have we learned? Overall, your website content is either helping you or it's hurting you, there is no area in between. Make sure you content speaks to your customers by following the helpful list above!