It’s your business website.  Your products, your services, your content.  So, the website should be about, you, right?

Wrong.

Possibly the biggest mistake with online/website content is the creation of business-centric content.  It’s a natural mistake.  Businesses start with what they think is important to them and assume this is what should shape the content on their website.

In fact, the opposite is true.  The message on your website should focus most what is important to your target audience–the products and benefits that matter most to them.

What’s in it for Me? (WIIFM)

What’s in it for Me? is the state of mind consumers have as they search online.  Nothing personal, but people simply don’t care what you think about your products or services.  And they certainly don’t care about why you started your business or the challenges you faced to become successful.

A business website with conversion goals needs persuasive content.  When you appeal to the self-interests of someone on an emotional level, you send a message that you can solve their problem.  Fulfill their need.  Make their life better.

The result is improved conversion rates.

To have an effective business website, stop thinking so much about your business.  Instead, think about your target audience.  Your design, images, navigation, calls to action, copywriting…everything on your site, should be user-centric.

And the answer the questions What’s in it for Me? should slap people in the face.  If they respond with something along the lines of Wow, that’s just what I need! then you’re on the right track.