Why is customer language so important?
“Clarity” is a buzzword that gets thrown around a lot by SEO companies, marketers, and copywriters, but what does it actually *mean*?
Most small businesses think clarity refers to the way they talk about their business. They double-check every page and blog to make sure there are no spelling errors. They might even run their new content through an online tool that checks for grammatical errors.
But their content fails to connect with a single customer. And their website ends up a quiet, empty destination gathering dust.
Because clarity doesn’t refer to the words you use, but your ability to speak in a customer’s language.
At SEO Assassin, we figure out what problems your target audience is having, distill your product until we know exactly how to solve those problems, then share your solutions using customer-centric language that reduces friction and increases motivation.
Are you making music or making noise?
Most websites make noise.
They invite a potential customer in through Google Ads or strong Content Marketing, then drop the ball at the crucial moment. Remember, your potential customers want to know what you can do for THEM.
They don’t care how long you’ve been in business. Or whether you’re family-owned and operated. All they care about is solving the problem in their life and whether you can provide the solution.
“But I need to tell my customers about my business!!!”
No. You don’t.
You need to tell your customers how your business can make their life easier. That’s a subtle but crucial difference. You’ve built a business from the ground up, and you know your process like the back of your hand, but your customers don’t care. They care about finding solutions to their problems - and customer-first language is how you make your business the obvious solution.
We create unique personas to segment your message and drive results
Small businesses that successfully communicate using customer language are the ones that thrive, and changing the way you communicate doesn’t mean enrolling in night classes to learn how to be a copywriter, or signing up to $10,000/month courses run by “marketing gurus”.
Great marketing comes down to great communication - and our ‘Done For You’ SEO packages are built around clear, customer-first communication. At every stage, our copywriters use an established and proven technique to understand the customer language you need to use, not just on your website but across all areas of your business.
A website visitor makes a first, conscious impression of your site within 2.6 seconds. With little time to work with, we make sure each visitor is instantly aware of what you do, and whether you can solve their problems.
By creating a pathway for each customer, your website becomes a funnel that brings people in and moves them towards a purchase from you.
As well as the journey, we create different personas that make messaging simple. Business owner. Marketing manager. Start-up founder. Busy parent. Speaking to each persona means creating a unique journey that only applies to them, and helps them make the most informed decision.
As part of our ‘Done For You’ SEO service, you don’t just get higher rankings on Google. Rankings are nothing without revenue, and through clarifying your message, we make your business impossible to ignore.
Frequently Asked Questions About Customer Language
One of the biggest hurdles that SMEs face is not knowing how to speak to their audience. And marketing agencies love that because it means they can charge you big bucks to write for you. Guess what? Customer language is easy to understand when you have a framework to follow, so read on for the most common questions on communication.
That’s exactly what they want. But creating a story around your products and services is important. Without a clear story, customers will never know if your products and services are suitable. Imagine walking into a supermarket. Your favourite food could be hidden down one of the many aisles, but without clear customer-focused language to direct you, you’re unlikely to find it.
Your customers want a fix to their problems. It doesn’t matter if that problem is the way they look, the funny noise their car makes, the home renovation they’ve been dreaming of - or any other challenge. Clear and compelling language gives your customers the information and incentive they need to take action.
It’s simple. Do you sound exactly like your competition? If the only difference between your website copy and the words on your competition’s website is your brand name, you’re suffering from a lack of clarity. Buzzwords like “family-owned”, “commitment to quality”, and “welcome to our website” don’t solve customer problems and are a sign you need help from the SEO Assassin.
Customer language is a constantly moving target. That’s why we create buyer personas to help you speak to the needs of different audiences. The language that connects with one customer might turn off another.
That’s why some of the most common customer language mistakes include using buzzwords as a marketing strategy (your audience hates them), assuming your audience knows your products and services as well as you do (they don’t) and using the wrong tone of voice (e.g. stuffy, formal language when a conversational tone is suitable).