One of the most common mistakes small business owners make when building their website is focusing too much on themselves, rather than their clients. While it's tempting to highlight your achievements and what your business offers, the reality is, your website should be all about your client, not about you.
How to Tell if You're Guilty of This
Take a look at your homepage. Are most of your sentences starting with "I" or "We"? For example:
“We offer high-quality services.”
“I have 10 years of experience.”
If this sounds like your website, then the focus is in the wrong place. While it’s important to convey your expertise, your potential clients are more interested in how you can solve their problems, not in hearing about your accomplishments.
Why the Focus Should Be on Your Client
Here’s the hard truth: your client doesn't care about what you do. What they care about is what they will get out of it. When visitors land on your website, they want to know how you can help them. That’s where your focus should be—on their needs, their challenges, and how your services can provide the solution.
Your website should address the pain points your client is experiencing. Ask yourself:
What is the problem that prompted them to seek out your service?
What are they struggling with that you can solve?
A Great Example of Client-Focused Marketing
Let me share an example of client-focused marketing done right: an ad by Airbnb. If Airbnb had made the ad all about themselves, they would have listed stats like “We have X number of apartments in Y locations around the world.” But they didn’t do that.
Instead, they made the ad all about the client—parents, in this case. The ad cleverly addressed a problem faced by many parents on holiday: staying in a hotel means going to bed at the same time as the kids. But with an Airbnb apartment, parents can put their kids to bed and then enjoy the rest of the evening in the living room with a glass of wine.
Airbnb didn’t just sell a service; they sold a solution to a problem. They made the ad about the parents, not about themselves.
Applying This to Your Website
Now, think about your own clients:
What’s troubling them?
What problem are they looking to solve by coming to you?
Your website should show how you’re going to fix those issues, and you need to communicate it from their point of view. Use your homepage to empathize with their problems and demonstrate that you have the solution they need.
By shifting your focus to the client’s pain points and clearly presenting how you can solve them, your website will resonate more deeply with potential customers. They will feel understood, and they will be more likely to trust you as the solution provider.
Key Takeaways:
Your website should focus on what your client needs, not on what you do.
Address the pain points your client is experiencing and present your service as the solution.
Make sure your content speaks directly to your client’s problems from their perspective.
When your website speaks to the client’s needs, it becomes more than just a business card—it becomes a tool for converting visitors into customers.
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