Before customers spend money with you, they’re going to visit your website.

If they like what they see, they might pull out their wallet. If they don’t, they won’t.

So how do you impress customers? By doing two things.

First, you need to use the word “you” a lot – not “I”, “we”, “us” or “our”. That way, your customers will know you’re focused on them.

Second, you need to create content that answers the ‘What’s in it for me?’ question your customers will be asking themselves.