A great customer experience on your website can win you more business, but there’s an art to choosing the right words and images that sell.

Here are three keys to win your visitors over.


focus on customer

1. Keep in mind that it’s all about the customer

Speak to the reader’s needs or dreams (not just your own experience) and use words such as “you” and “we” to encourage a connection. Consider the difference in these two ways of phrasing the same message: 

“Leverage our 20 years of experience making business dreams come true!”

“Every business starts with a dream. We’re here to help you achieve yours.”


wave hello

2. Don’t forget to say, “hi!”

Images can showcase your products or services, but remember to make a personal connection, too. Here are some ways to accomplish that: 

  • Include an image of yourself smiling and making eye contact with your visitor.
  • Show, don’t just tell, the benefits. This isn’t easy if you’re selling intangibles, such as blog-post writing services. In such cases, think about the end benefits to your customer.
  • Choose images that represent your style and resonate with your target audience. Don’t be afraid to showcase your personality!
  • Use relatable images. Avoid cheesy stock photos of executives in heels working on their laptop on top of a mountain; they’re not relatable to anybody. For best results, hire a photographer to take a few headshots and action shots so your audience knows who you are and what you could do for them.


getting to the point quickly

3. Give ‘em the goods FAST

Don’t be around the bush. Give them the classic “elevator pitch” right up front. And do it as concisely as possible, with: short paragraphs; headers; bullets; boxes; lists; and graphics that highlight the benefits of working with you. 

Write your copy in jargon-free everyday language, and make it easily scannable by the eye.


These small details make your website as close to a friendly face-to-face interaction as possible: professional, yet approachable and real. Most importantly, your prospective customer will quickly understand the benefit from working with you.