- Video
Nobody cares about your office dog on your website
Nobody gives a toss about you or your business. Unless you run a dog groomer's, keep the dog off the website.
▶Play the video: Nobody cares about your office dog on your websiteIt’s brutal, but it’s true. Nobody cares about you or your business. They’re on your website to solve their problem. So stop talking about your awards. Stop bragging about last week’s marathon. Stop showing off the ping pong table and the company culture. And please, take the office dog off the website. Unless you run a dog grooming business.
Your customers don’t care how long you’ve been in business, how much you give to charity, that there are free snacks, or what awards you won in 1997. They care about one thing. Can you solve their problem?
Try this. Open your homepage and count how many times you say we, us, our company or I. Then count how many times you say you, your problem, your results. If the first number is bigger, you’re doing your content wrong.
Anything on your website that isn’t helping the customer is hurting you. Delete it. Even the company history paragraph the CEO’s wife loves. There’s more in what should go on a homepage.
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Read the full transcript
It is brutal, but it's true. Nobody gives a toss about you or your business. See rule one, they're looking to solve their problem. So, all you need to do is stop talking about your awards, stop bragging about the marathons that you ran last week, stop showing photos of your ping pong table and your amazing company culture. And for the love of all that's holy, stop putting photos of your office dog on your website.
Unless, of course, you run a dog grooming business, keep the dog off the website. Here's the harsh reality of this that your ego really doesn't want to hear though. Your customers don't care about how long you've been in business, how much money you donate to charity, that you've got free snacks in your office, and what awards you won in 1997. They only care about one thing, rule one, can you solve their problem? Go look at your home page on your website right now.
Count how many times you say we, us, or our company, or I. Now, count how many times you say you, your problem, your results. How many times are you actually talking to a customer? If the first number is bigger than the second number, you're doing your website content completely wrong. If anything on your website right now is not directly helping your customer, it is hurting you.
Delete it. I don't care if your CEO's wife loves that paragraph about your company history. You need to bin it, delete it off your website right now.