Reviewing your website copy? Do THIS

If this year is the year you plan to revamp your website, you are probably thinking about how to appeal to new customers and prospects to grow your business and expand.

That is good. But before you go too far along the road of redesign and rewriting your website copy and content, it pays to take a look at your existing customers.

In fact it pays to take more than a look.

Talk to your existing customers. Ask them for testimonials. Ask them for their stories of how using your product and service has contributed to their success. Conduct a case study of your most complex, interesting and exciting piece of work. And write all these up.

Straightaway you will have some brand new content to plug in to your new website, even though you don’t have your website ready yet.

But that’s not all.

If you’ve listened well enough to what your customers have told you, you will also have something else which is extremely valuable to your business as you embark on revamping your online marketing.

You will have at your fingertips your customers’ way of describing you.

You will have their way of talking about the features and benefits of your product or service.

You will have their perspective on the problems that you and your proposition can solve.

You will have their language, their values, the things that they find most important in terms of how you worked with them and what you delivered.

So what?

With all this knowledge in your grasp you are going to be able to transform your website in the way that makes most sense to other prospects who are similar to your current best customers.

Your message will resonate much more readily with new customers if it speaks directly to them, in a language they can relate to, with familiar problems for which you provide the ultimate solution.

Putting yourself in the shoes of your target market is the key to successful marketing and communication. But if you already have delighted customers this doesn’t have to be a mere feat of the imagination.

With curiosity, an openness to constructive feedback, structured questions and a keen ear for listening, you can tap in to the richest seam of business messaging there is: your existing customers’ success.