Lynne Puckett on the Web4Lib list pointed me to Web Pages That Suck and highlighted this quote from the site:
Nobody cares about you or your site. Really. What visitors care about is getting their problems solved. Most people visit a web site to solve one or more of the following three problems.
- They want/need information
- They want/need to make a purchase / donation.
- They want/need to be entertained.
Too many organizations believe that a web site is about opening a new marketing channel or getting donations or to promote a brand. No. It’s about solving your customers’ problems. Have I said that phrase enough?
Then, while Googling for something else I ran across a post in Branding Blog
If you’ve heard me speak publicly, you’ve heard me say, “Talk to the customer in the language of the customer about what matters to the customer. Bad advertising is about you, your company, your product or your service. Good advertising is about the customer, and how your product or service will change their world.” Do you know the language of your customers?