How To Write Customer-Focused Content That Converts

October 24, 2017

By Wendy Dressler

Customer Experience Is Also PR

Public Relations constitutes one of the most important aspects of any business. But PR isn’t just something on which just your marketing and outreach department should focus. How any client or prospect feels about interacting with your business is in an unrecognized example of public relations. This means your PR program must consider customer experience closely.

When it comes to advertising and outreach, you don’t want to come across as pushy, salesy, or aggressive. Rather, you want to be perceived as convenient and informative. Also, it’s much better for your audience to come to you, rather than for you to come to them. Technology makes this more feasible than ever.

The SEO Component

One of the reasons SEO is an effective part of PR is because SEO experts understand the phrases for which people search to answer their questions. These experts uncover the keywords that relate to what matters most to your audience, which makes your content more valuable to customers.

When you identify keywords, you can structure content around a gestalt of client needs. For example, tech support can mean many things, such as troubleshooting, consultation, upgrade, acquisition, transferal, or development. The term brings everything together under a single umbrella.

The right customer-centric content delivers information that meets the needs of your target audience.

Part Of Customer-Centric Marketing Includes Site Design

Web Design Perth points out that there are many design components every services page must have to convert visitors. “Whereas product pages are focused on getting the sale, service pages are all about getting the lead. It’s an important distinction that matters.” This illustrates why page design must be a strategic component of every website.

You have to know what kind of traffic goes to your website and why. Then you have to optimize pages to meet the wants and needs of these people. When you structure your approach this way, your pages and the content on it act like a digital sales funnel.

Here’s how it works. Someone comes to your website because you have content that answers a question for which they searched. Once there, they see something else that’s helpful to them—this pulls them through stages of incremental contact until they convert to your products or services. Well-crafted, customer-centric sites, content and contact provisions pull people through the sales funnel faster.

Final Thoughts

Think about your own digital experiences. When you visit a website that doesn’t take you where you want to go, isn’t easy to browse through or have an unintuitive URL how likely are you to stay there very long? And how likely are you to buy the products or services that site represents?

In contrast, if you search for something specific, then immediately find a relevant article full of useful content that leads you to an easily-navigable page that doesn’t force anything down your throat, you’re more likely to buy, aren’t you?

The customer is always right. In today’s day and age, that ethic is being ignored in lieu of a brand-centered ideal. But people don’t like it. If you want to resonate with people, meet them where they live. Give them what they want how they want it—make the experience about them. Do that and you’ll definitely see results.

About Wendy Dressler


Wendy is a super-connector with Outreachmama who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition. Check for tips and tricks, including 10 content marketing hacks to boost your business, which will help you get the most out of your content marketing.