Make Your Site Speak Better: Website Content Fixes to Make Your Site More Engaging in 2013

Last week I shared a few quick fixes to update a website to 2013 layout and navigation standards, based on what I learned from some of the most successful B2B software companies. These companies also do very well in another aspect:
The content and design of their sites are consistent and project a very distinct “feel” that is reflective of the character of the company. In other words, the website comes to life and speaks to the web visitors as if it is truly an ambassador of the company.
There are a few quick changes that you can make to your website content to let it project a more human character and speak better to your visitor, thereby conveying your value proposition more clearly and enhancing the visitor engagement.

Start and end with what your customers care about most

Focus on their needs and the benefits of the product. Companies still use too much corporate speak or technical jargon when they write for their websites. This tendency makes many websites very similar, and causes visitors to lose interest right away, even at the very first page.
To engage your visitors, think of the words and phrases they are likely to have on their mind when they are searching for a solution like your product. Use those phrases as section headers or key links on your site.

Feature a user persona that people can connect with

Companies tend to describe their product in a vacuum (ex: It does this/it does that for you, and therefore it is valuable). That approach won’t endear the product to your customers and users, because it presupposes who they are and what they want.
Instead, consider the people who will be buying and using your product, and think of ways you can describe who they are and how they would use your product.
Use these terms and develop personas to build your content on your sites, and do not hesitate to feature the personas prominently. See customer service software company Zendesk for a good example to follow. The visitors will see themselves in these personas and can then better understand your product’s functionality and benefits to them.

Feature more real customers and case studies

Another the way to create an emotional connection with your prospect customer is to feature other customers just like them. That means doing away with corporate brochures and staid case studies.
Case studies should feature customers speaking in their own words, in their own environments, and telling their own stories. Your company and your product should fade into the background. After all, customer success stories are really about the success of the customers, not the success of the company.

Add a phone number

It is quite astounding, but not every company makes it easy to contact them via the phone, even though this is such a basic, fundamental way of communication.
With the widespread use of VOIP and virtual mailboxes, there should be no reason while a company does not prominently display a phone number for its customers and prospects to contact it.

Integrate your communications channels into a single place

Most companies are doing a great job of using social media channels such as Twitter and Facebook to extend their reach and engagement with customers, users, and prospects. However, this extension sometimes comes at the expense of the more traditional channels, such as the company’s news section, press releases, and blogs or corporate announcements.
Making your site’s news section more interactive and integrated with other real time communication channels, for example, will enhance all of them.

Explain your pricing model

One key impediment to website engagement is the lack of trust and fear of uncertainty on the side of the prospective buyer. Even if your prospect isn’t price-sensitive, not knowing the pricing model — let alone the concrete price levels — will make it harder for them to consider contacting you or spending more time investigating your product offerings.
This is especially important when there are competitors who are more transparent with their pricing models.
Explaining your pricing model does not have to mean you have to make sure all the price levels are exposed and laid out. In fact, in many cases you shouldn’t lay everything out because it might confuse your prospects even more. Giving out clear outlines and price ranges on your website, however, will help dispel a lot of uncertainty and reluctance on the part of the prospects.
What other website content fixes have you tried and can recommend?