First, they talk to themselves. “We are this” and “We are that” and “I” or “me” or “our” or “us.”  Blah blah blah!  As a potential customer, I just don’t want to read about some gorilla pounding its chest, saying “Look at me.”  Which is what most companies are. And which is what they write on their websites.

Harsh, yes. But a solution will be found below.

Second, they bore us with details we don’t give a rat’s hind leg about. This is a close cousin to the first point. But in this case, we get a full, detailed history of the company. Or a self-congratulatory story on the genius of the founder and the 50 reasons why their product is superior. Or more information than we would ever want about the phenomenal achievements and growth of the company.

Again, a solution is below.

In truth, there are other reasons why company websites can be boring. But generally these 2 flaws are part of the overall problem.

The bottom line is that they fail to talk with and about their customers. They fail to demonstrate what’s in it for you, the reader. They fail to engage you about the ways that you will benefit, become a hero at your own company, or gain some fantastic advantage of your own when you use their service or product.

My point is, a website should be all about you, the reader. Not the company whose site you are visiting.

Sounds simple. But it’s not.

It takes a total company culture and commitment to become totally customer-centric. To not only restrain from talking about itself, but to be committed to serving and solving customers and their problems. To enabling and achieving customers and their goals.

To carry the analogy one more step, it’s the difference between a gorilla that is all about itself … to a faithful dog that is entirely consumed with you and your trusted relationship. A bit corny, yes. But the difference in focus is “spot” on (pun intended).

A customer-centric website will talk about other customer successes so you can see yourself enjoying their success. It will include endorsements about solutions geared to serve you. It will offer all manner of demonstrations on how you will benefit; how you will reduce your risks; how you will receive the highest guarantee; how you will receive comprehensive support; and how you will discover that you are choosing the best solution available. And so on.

The best websites are all about you, the reader. Not the company.

In short, don’t be a gorilla. Be a faithful, loyal companion.

People will read you, trust you, and call you.

Try it.

Paul Martin
President