customer stories | Content for Biz Inc.

How Website Content Writing Supports Social Engagement

Where do customers go to get information when making a purchasing decision? There are lots of ways for them to engage with a brand on social networks, but the top choice for information seekers is still the company website. In a recently released report by social marketing firm Get Satisfaction, 89.3% of potential purchasers went directly to the company website.

Website content writing positions the company or brand quickly on the Home page with a concise statement: what it does, its purpose and how the website visitor can benefit. Performance, value and social approval are important aspects of customer decision making.

SteelMaster Buildings is a good example of construction writing that supports social engagement. They are seeing success by integrating their website content with social networks and vice versa. SteelMaster manufacturers steel and pre-fabricated metal arched buildings. Here’s an example of social engagement on their Facebook page that is re-directed to the website.

Judy: Any photos of folks actually living in these steel structures?

SteelMaster Buildings: We sure do! I’ll see what I can dig up for you.

SteelMaster Buildings: Here is a link to a page on our website that shows the exteriors and interiors of our buildings used as homes.

On the website page Judy can click on links to see the company’s feature projects, home plans and step-by-step construction photos. She can also download a free Steel Homes Product Guide. From the website Judy can get a building quote or call to talk with a building specialist. She can also see photos of existing steel arched buildings in the state where she lives.

The company website affirms the value and performance of its products with stories of actual events and customer experiences. Their long history in the building industry is front and center on the Home page. Their business blog writing is done in part by a freelance writer who portrays customer stories. One gets the feeling this company is building more than metal arched structures. They are building customer satisfaction and reputation.

When website content writing reinforces social engagement on networking sites a good visitor experience occurs. Nurture those good feelings with website content writing that answers questions and builds relationships.

Do your prospects, fans and followers find the answers they need on your website?

How Website Content Supports and Sells Customer Service

Outstanding customer service is something that many companies make claim to, but how do you convince prospects that your business will go above and beyond? How do you make your website an extension of the outstanding customer service you deliver in person? We looked to four customer service leaders for inspiration.

Tell the “Wow” Stories

Ritz-Carlton’s customer service has been widely recognized. In each hotel every day, every department meets to share stories about customers who have been wowed by their services. We find a selection of these stories on their website. Stories That Stay With You: Unique and Memorable Moments from the Ladies and Gentlemen of The Ritz-Carlton, makes customer service interesting and compelling to the website visitor.

Build a Customer Service Page

Wegman’s is a grocer that consistently ranks high in customer service. On a a recent Bloomberg Businessweek survey, 60% of respondents would recommend the brand. Visit Wegman’s website and the Customer Service page is a convenient one-stop shop for any and all info a consumer might need. From frequently asked questions, to actual phone numbers, and a store locator, Wegman’s anticipates customer needs well and neatly compacts the info in one convenient place. A website that does this well can effectively reduce customer wait times and free up staff for other assignments.

Add Convenience

Automaker Lexus (Ranked 7th on the same survey) uses its website to build in convenience for busy customers. Once enrolled in My Lexus, an owner can conveniently schedule service appointments online, access their complete service history, or download ownership manuals. Imagine, no more digging out a paper invoice out of a file cabinet to see when the last time you had new tires installe

Be Helpful

Home of “the Helpful Hardware Man,”Ace Hardware extends customer service online through the Projects and Solutions area of its site. Expertise is shared through interactive project videos, step-by-step how-to’s, and the Helpful Hardware Man’s Corner. Customers know where they can find assistance with their projects. Are you doing the same for your “DIY” B2B customers? “Projects sell products,” we used to say when I worked at a home center publication years ago. Similarly in foodservice, recipes and menu ideas sell ingredients.

What these service leaders demonstrate is that website content can not only sell customer service to a prospect, but also extend customer service by helping customers find the information they need online. While face-to-face customer service is highly valued, these companies recognize that buyers increasingly go online to interact with the brand. Smart marketers will maximize the customer experience in both places.

Are you ready to think differently about how you approach your website content? As professional content strategists and contest writers we can help you determine the content that will best support and sell all aspects of your brand, including service. We can help you find and tell your customer service stories; organize and write an effective customer service page; enhance customer convenience, and share your know-how.

Give us a call, or send us an email. We’ll respond right away, either way.

Tell an Authentic Story

I spent some time in Williamsburg, Va., last week and we visited the nearby Jamestown settlement and Powhatan Indian village exhibit. There was something about Caucasians playing the part of the Indians that left me thinking about authenticity, or the lack of it.

Case studies can provide compelling content, but authenticity is key. Potential customers want to read real stories, and if your copy sounds like a sales pitch, they will quickly move on.

An authentic story begins with an interview that goes beyond the basics. Here are some of the methods and questions I have found helpful in capturing an authentic and compelling story from a business owner, customer or subject matter expert.

Before the Interview

Learn as much as you can about the business of the person you are interviewing. Check their profile on Linked-In, view the company website, make a personal visit to their business if possible. By doing this you will avoid the obvious questions, become familiar with the industry-specific language, and identify topics for discussion.

Begin with some small talk and set a friendly tone. Let them know you will provide them with an opportunity to review their comments. This serves to relax the person being interviewed. If someone is rushed, offer to call back when they are not distracted by pressing business problems.

During the Interview

A vivid description of the customer and their problem will engage readers who will identify with the story. Ask questions in a non-threatening way. Don’t just run through a predetermined list of questions (although it’s a good idea to prepare questions in advance). Show genuine interest and ask follow up questions. And if the person goes off on a tangent, be patient.

Ask about their responsibilities and their biggest work challenges. Ask how the product or service fits into the grand scheme of their job or product. Ask what life was like before they found a solution. If they are a business owner, ask how they got into the business. Uncover what the true pain points were. Get all the details that will create an authentic story.

If you are a marketer, you must take off your marketing hat and think like a journalist, asking the who, what, when, where and why questions. Ask them to compare how they do things now, vs. how they did things before. Ask how they came to find out about the solution. Ask what they were apprehensive about in choosing a supplier and how they were able to alleviate these doubts. Ask about the other options they considered and why they didn’t choose them. Ask what they would do differently, if they had to do it over again. Avoid presenting a completely one-sided view.

Ask how the solution met or exceed their expectations. Focus on customer service issues as well as benefits of the product. Ask about any critical timing or delivery issues. Ask if there were any unexpected benefits or rewards. Ask if any problems came up and how they were resolved. Find out if there was positive feedback from customers, sales or the management. Are there any quantitative measures of success? If so, find out what those numbers really mean to the business. Were they able to increase profits or reduce costs? Facts and figures are an essential component of a convincing case study.

After the Interview

When writing the case study, use quotes, facts and details gleaned from your interview to add authenticity and personality. Make your story easy to read and skim online through with good use of subheads and call-out quotes. Don’t forget to include your keywords and phrases.

I like like this case study from Trimble. The details and conversational language helps to make it both authentic and readable.

What are some other ways to add authenticity to your website content?

Every Product or Service Has a Story

I write a “Closer Look” feature for Construction Equipment Distribution magazine that focuses on a single supplier to the construction equipment industry. Rather than rely on a lone interview with the company’s CEO or president, I always ask for the names of a few customers to interview.

Customer interviews provide a “real world” framework for the reader. Instead of describing a company’s product and services from the CEO point of view, I integrate a story of how their products or services provide a solution for customers.

The profiled companies are amazed at the information I gather. There is no big secret to this.

When you need a great customer story follow these steps:

1) Ask customers to start with the source of their initial frustration or need.

2) Answer the questions of who, what, when, where and why. Get as much detail as possible.

3) Ask if there was anything that surprised them about the product or service.

4) Ask if there was anything that could have been done better.

5) Give them an opportunity to review their comments.

Don’t just ask for a testimonial and rely on the customer to deliver it. If you get it at all, it will likely sound like something no one would believe. Hiring a professional writer to conduct the interview will provide the best results. Customers open up more when they talk to a third party. It shows a level of professionalism. If that’s not in the budget, at the very least, select someone who is not familiar with the customer/client relationship. Review the questions in advance. Follow the steps above and let the customer know you are truly interested in hearing what they have to say. That’s the secret to getting a great customer story.