Can you remember a time not too long ago when searching for a product or a service you found a company website only to read about how wonderful and successful the company are, but not actually give you anything your looking for?
I can. Yet it is still a commonly requested feature of a home page. Lets have four paragraphs on how amazing we are here at "insert business name". It is quite delicate explaining to business owners that on-line browsers if they manage to find your site won't actually be interested in how brilliant you are. In fact when really in the history of the world ever have you been interested in how amazing someone is? Maybe if it is your spouse, maybe your children. But a stranger? Never.
We are all a lot more vain than we think, it is how our brain works unfortunately, how we understand the world is modelled purely on our own extremely limited experiences of it. When trying to understand your customer / web user we sometimes only go as far as to put ourselves in their shoes. This is the classic saying right? Well it is not good enough. It is a road to certain failure and poor copy on your site. You need to not only put yourself in the customers shoes, but you must change your brain too. No longer is flowery text about the amazing achievements of your company going to interest you.
What WILL interest you is what it is exactly that your company can do for me. Even better if you can show understanding of their frustration or problem you solve.
In general when a user visits your site they are looking for a solution first. How your solution fits their problem. Then once they are convinced and ready to buy they might look for signs of credibility. Then and only then they might be interested in how fantastic your business is.
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