Customer Experience on your website by improving your copy (episode 125)

by April Buencamino-dy

Alice Brown is the chief fish tickler at Alice Writes Copy – yes she’s a copywriter specialising in balancing the rational with the emotional to fix the holes in your customer journey. AND a nominee for this year’s Entrepreneur of the Year in the Women’s Awards.

Alice Brown Alice Writes Copy Customer Experience

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Doing the Research for Your Website

It’s important to talk to your customers first. Even if you’re just starting out and you only have a handful of customers, this is something you have to do. You may have to look at inquiry forms and support tickets that come through, or even testimonials. What’s important is that you understand the problems they’re trying to overcome and if they’re looking at other brands.

You can also look at other businesses similar to yours as a starting point and as you build your own customer base.

Improving the Website Copy First

Because your website is where your customers make their final decision to purchase, Alice suggests improving your website copy first.

The pages you should take a look at are:

  • Your sales page or services page, or the page where your customer inputs important information such as their email address
  • Your home page, because this is usually where they’re going to land first
  • Your About Us page

Make sure that the messaging on these three pages is consistent with your overall communication.

Getting Your “About Us” Page Right

When creating your About Us page and planning what to include, always ask yourself why your customer might care about that particular information.

So whatever story or narrative you put in there, make sure it provides value to your customers. Present them with a story they’ll be able to relate to and will help them decide to buy from you.

Copy for Your Home Page

As a starting point, your home page should direct your customers to where you want them to go next. Use the copy on your home page to build trust with your customers and to get that conversion. 

Keep in mind the kind of thinking your customers might have when they land on your home page. With your copy, customers should have a clear idea of what to do next, whether checking out other pages on your website or making a purchase.

Improving Your Marketing Message

Consistency is the key when you begin to improve your marketing message.

From your website copy to the content of your emails and ads, make sure your message has a clear, natural flow.

This kind of consistency will encourage your customers to get to that end point of making the decision to buy.

Insider Tips

If we’ve inspired someone to take their first step with customer experience – what do they need to know to give themselves the best chance of success?

Go through the different points of contact with your customers, regardless of platform, and collect whatever information you can.

What will help is to print these out, highlight objections and hesitations, and use them in your communication with the customers.

By doing this, you begin to build more emotional copy because you’re reflecting exactly what customers have said to you.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve customer experience performance?

Go through the different pages of your website, copy and paste all your headlines into a Google document, leave it, then come back to it and read all of them.

If they don’t convey your message and speak to your customers about why they should buy from you, then this is where you should be making changes.

If someone listening wants to learn more about customer experience is there one cheap/free resource you’d recommend?

Alice has a PDF called The Website Builder’s Blueprint, which will help you create copy that will turn leads into actual customers.

To get a copy of the PDF, head over to Alice Writes Copy

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in customer experience?

Because energy prices are going up and brick and mortar businesses are still closing down, Alice believes this will result in more competition online and more hesitant buyers. With this in mind, make sure you’re talking about the benefits of your product and hit the emotional buyers.

Improve your marketing by making your audience understand why investing in you is going to be the right decision, and remove that uncertainty.

Interview Links

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