I have some potentially upsetting news about your website. Your customer doesn’t care about it. They don’t care that you spent six months redesigning it. They don’t care that you finally found the perfect shade of blue. They don’t care that your About page contains the inspiring story of how your grandfather started the company in 1974 with nothing but a pickup truck, $300 and a dream. They don’t even care that your logo is 14% larger than it was last week. They care about their problem.
That’s why they’re on your website. Something happened. Something broke. Something hurts. Something needs to be replaced. Something needs to be built. Something needs to be fixed. Something needs to be purchased. And they’re trying to answer one very simple question: “Can these people help me?”
At DFW Website Designers, after 17+ years and more than 1,250 websites built, we’ve learned that one of the easiest ways to improve a business website is to stop writing everything from the company’s perspective. Instead, look at the website from the customer’s perspective. Because your business may be the subject of the website. But your customer should be the hero of the story.
The “We, We, We” Problem
Visit a typical business website and you’ll see something like this:
We are committed to excellence.
We pride ourselves on exceptional customer service.
We have decades of combined experience.
We believe in putting our customers first.
Our mission is to provide innovative solutions.
We are dedicated to exceeding expectations.
We. We. We. We. We. At some point, the website starts sounding like a toddler who just discovered the word “me.” Now, none of those statements are necessarily bad. Your experience matters. Your history matters. Your qualifications matter. Your company matters. The problem is that you’re making the customer do the work of translating those facts into: “What does this mean for me?” Your website should do that translation for them.
Your Customer Is Not Asking, “How Awesome Is This Company?”
Let’s imagine somebody’s water heater quits. They’re standing in the garage. There’s water everywhere. They’re holding their phone. They search for a plumber. They aren’t thinking:
“I wonder which plumbing organization has the most compelling corporate mission statement?”
They’re thinking: “Can somebody fix this water heater?” Then: “Can they come to my house?” “Can I trust them?” “How quickly can they get here?” “How much is this going to cost me?” “How do I contact them?” Those are the questions your website needs to answer.
Stop Making Yourself the Hero
This is one of the biggest changes we can make in website copy. Instead of positioning the company as the hero… position the company as the guide that helps the customer solve a problem. The customer has the leaking pipe. The customer has the damaged roof. The customer has the legal problem. The customer has the sore back. The customer needs the new website. They’re the one trying to get from: Problem → Solution.
Your company helps them get there. That sounds like a small distinction. It can completely change how you write a website.
Here’s What That Looks Like
Let’s take a plumber.
Company-Focused:
We have 25 years of plumbing experience.
That’s good information. But let’s turn it toward the customer.
Customer-Focused:
Get your plumbing problem fixed quickly by a team with 25 years of experience.
Same fact. Different perspective. The experience is still there. But now we’ve connected that experience to the customer’s desired outcome.
HVAC Example
Company-Focused:
We offer comprehensive residential HVAC services.
Accurate. Professional. Also incredibly forgettable. Try:
Customer-Focused:
Get your home comfortable again with fast, dependable heating and AC service.
Now we’re talking about what the homeowner wants. They don’t wake up thinking: “I need comprehensive residential HVAC services!” They think: “It’s 97 degrees in my house. HELP.”
Roofing Example
Company-Focused:
We’re an award-winning roofing contractor with decades of combined experience.
Nothing wrong with that. But consider:
Customer-Focused:
Protect your home with a professionally installed roof built to handle Texas weather.
Then support that promise with: Awards. Experience. Reviews. Licenses. Warranties. Projects. You’ve moved from: Look at us. to: Here’s what we can do for you.
Attorney Example
Law firm websites can be especially guilty of company-centered writing.
Company-Focused:
Our attorneys have more than 50 years of combined legal experience.
Good credibility. But the client probably has a problem keeping them awake at night. Try:
Customer-Focused:
Understand your options, protect what matters, and move forward with an experienced attorney beside you.
Then: 50+ Years Combined Experience becomes supporting evidence. The experience matters because it helps the client. That’s the difference.
Medical Example
Company-Focused:
Our practice utilizes advanced technology and a patient-centered approach.
Okay. What does the patient want? Perhaps:
Get answers, understand your treatment options, and get back to feeling like yourself again.
Then explain the technology and experience that help make that possible.
Contractor Example
Company-Focused:
We specialize in residential remodeling and renovation services.
Versus:
Customer-Focused:
Turn the home you have into the home you’ve been imagining.
Now you’ve connected the service to the outcome.
Website Designer Example
We should probably pick on ourselves too.
Company-Focused:
We are a full-service web design and digital marketing agency with 17+ years of experience.
That’s true. But why does the business owner care? Try:
Get a professional website that helps customers find you, trust you, and contact you.
Then we can support that with: 17+ years. 1,250+ websites built. DFW based. The credentials support the promise. They aren’t the promise.
Your Experience Still Matters
I don’t want anyone reading this to conclude: “Fred says I shouldn’t talk about my company.” No. Please talk about your company. Your story matters. Your team matters. Your experience matters. Your certifications matter. Your awards matter. Your process matters. Your values matter. But connect those things to something the customer cares about. Instead of:
We’ve been in business for 30 years.
Think:
Get the job done right with a team that’s been serving local homeowners for 30 years.
Instead of:
We’re licensed and insured.
Think:
Hire with confidence knowing your project is handled by a licensed and insured contractor.
Instead of:
We provide 24-hour emergency service.
Think:
Get help when you need it—even in the middle of the night.
Same facts. More customer relevance.
Your Homepage Has Seconds to Answer the Big Question
Yesterday we talked about making businesses easier to hire. Clarity is a huge part of that. When someone lands on your homepage, they shouldn’t have to read six paragraphs before understanding why they’re there. The top of the page should quickly help answer: What do you do? Can you solve my problem? Do you serve me? Why should I trust you? What should I do next?
If those answers aren’t obvious, you’re creating friction. And as we discussed yesterday: Your competitor may not be better. They may just be easier to hire.
Customer-Focused Doesn’t Mean Removing SEO
Here’s where some business owners get nervous. “But don’t we need to use keywords?” Yes. Absolutely. Customer-focused writing and SEO are not enemies. In fact, they should work together. Google’s guidance recommends creating helpful, reliable content primarily for people rather than content designed mainly to manipulate search rankings. Google Search Central: Creating Helpful Content
That’s good news. Because your customers are searching for their problems. They’re searching: Water heater repair, AC not cooling, Roof leak repair, Divorce attorney near me, Emergency dentist, Website redesign, Sprinkler repair, or Foundation repair. They’re not searching: “Company with an unparalleled commitment to excellence.” Your customer’s language can often help guide your content.
Service Pages Should Be About Problems and Outcomes
A service page shouldn’t simply define the service. Imagine an AC repair page. You could write:
Our company provides residential air conditioning repair services for all makes and models.
Fine. Or you could start:
AC blowing warm air? Making strange noises? Running constantly without cooling your home? Our technicians diagnose and repair common air-conditioning problems throughout the DFW area.
Now the customer recognizes themselves. That’s my problem. Keep going. Explain: Common symptoms. Possible causes. What happens during service. Brands serviced. Service area. Experience. Reviews. Frequently asked questions. How to schedule. That’s a useful page.
FAQs Are Customer-Focused Content by Definition
Want an easy way to shift your website toward the customer? Add frequently asked questions. Why? Because the content literally begins with: What does the customer want to know? How much does it cost? How long does it take? Do you serve my city? Do you offer financing? Can you come today? Do you work on weekends? What should I expect? Is there a warranty? Do I need an appointment? Do you provide free estimates? Those are excellent content opportunities because they’re based on actual customer concerns.
Your Blog Should Work the Same Way
Businesses sometimes struggle to think of blog topics. Here’s an easy strategy: Write down every question your customers ask. That’s your editorial calendar. If customers repeatedly ask: “Should I repair or replace my water heater?” Write that. “How long does a roof replacement take?” Write that. “What should I bring to my first consultation?” Write that. “How much does website design cost?” Write that. “Do I need city-specific pages for SEO?” Write that. Your customers are telling you what content they need. Listen to them.
Talk About Price
This one makes businesses uncomfortable. Customers care about price. That doesn’t mean every website needs a giant price list. Some services can’t be accurately priced without evaluating the project. That’s perfectly reasonable. But you can still help. Explain: What affects price. Typical ranges when appropriate. Minimum charges. What is included. Financing availability. Whether estimates are free. Why one project might cost more than another. The answer doesn’t have to be: “$742.16.”
It can be: “Here’s what determines the cost.” That’s useful.
Talk About the Process
Customers don’t like uncertainty. What happens after they contact you? Tell them. Maybe it’s:
1. Request an Estimate
2. We’ll Contact You
3. Schedule an On-Site Visit
4. Receive Your Proposal
5. Approve the Work
6. We Get Started
Now the customer understands what comes next. That’s reassuring. Again: Customer-focused.
Talk About Where You Work
Local customers need to know whether you serve them. Don’t make them wonder. If you serve Dallas–Fort Worth, say it. If you serve specific cities, explain them. If you have physical locations, make them clear. If you have a service radius, communicate it. This helps both customers and your broader local-search strategy. But city content should still be useful. Don’t create 50 pages where the only difference is swapping: Bedford for: Grapevine for: Southlake for: Arlington. The goal isn’t to fool Google. The goal is to help customers.
Show Reviews Where Decisions Happen
Reviews are customer-focused because they’re proof from people who had the same decision to make. Think about placement. Don’t automatically hide every testimonial on one Reviews page. Put relevant reviews near: Calls to action. Service descriptions. Contact forms. Important decision points. If someone is thinking: “Can I trust these people?” a good review can help answer the question at exactly the right moment.
Your About Page Can Still Be About You
Okay. You caught me. There is one page literally called: ABOUT US. You are allowed to talk about yourself there. Tell your story. Show your team. Explain why the company started. Share your values. Talk about your experience. But even your About page should eventually connect the story back to the customer. Why does your history make you better equipped to help them? Why do your values improve their experience? Why does your team matter to their project? Why should they care? That’s the bridge.
The Pronoun Test
Here’s a ridiculously simple exercise. Open your homepage. Count how many times you use: We, Our, Us Then count: You, Your This isn’t a scientific SEO metric. Google isn’t giving you a ranking bonus because you used “you” 14 times. But it can reveal how you’re thinking. If every paragraph begins: We… Our… We… Our… you may be writing from inside the company looking out. Try looking from the customer’s side instead.
The “So What?” Test
Here’s another useful editing trick. Take any claim on your website and ask: So what?
We have 25 years of experience.
So what? You get an experienced team that knows how to handle complicated problems.
We’re locally owned.
So what? You work with people who understand the community and are nearby when you need help.
We use premium materials.
So what?
Your project is built to last.
We offer online scheduling.
So what? You can schedule when it’s convenient without waiting for someone to answer the phone. That’s how you turn company facts into customer benefits.
Do the Thursday Customer Test
Here’s today’s assignment. Pull up your website. Choose: Your homepage. Your most important service page. Your About page. Now read them like a customer. Ask: Does this page immediately address my problem? Can I tell what this company does? Can I tell whether they serve my area? Does the content explain how they help me? Do I understand why I should trust them? Are my common questions answered? Do I know what happens next? Can I easily contact them?
Then look at every major paragraph and ask: Is this about the company—or about what the company can do for the customer? That’s an important distinction.
Make the Customer the Hero
Let’s connect the whole week. Monday: Your website isn’t a brochure. It’s a salesperson. Tuesday: If it looks good, why isn’t the phone ringing? Wednesday: Your competitor may simply be easier to hire. Thursday: Maybe your website is talking about the wrong person. A salesperson who spends the entire conversation talking about himself probably isn’t going to be very successful. Your website is no different. Listen to the customer. Understand the problem. Explain the solution. Provide proof. Remove uncertainty. Make the next step easy.
Talk Less About Your Business. Talk More About Your Customer.
At DFW Website Designers, we’ve spent 17+ years helping businesses throughout Dallas–Fort Worth create websites designed for actual customers. We’ve built more than 1,250 websites, and while every business is different, customers tend to arrive with remarkably similar questions: Can you solve my problem? Do you serve my area? Can I trust you? How does this work? What will it cost? What should I do next?
Your website should answer those questions. Clearly. Quickly. Honestly. Because your customer didn’t visit your website because they were bored and wanted to learn more about your corporate mission statement. They have a problem. Show them you understand it. Show them you can solve it. And then make it ridiculously easy to take the next step.
