Sounding like everyone else is costing you customers

Read the About page of five businesses in your industry. We’ll wait. Chances are at least four of them are “passionate”, “customer-focused” and committed to “quality”. Lovely. Also completely forgettable.

Generic is invisible

When everyone says the same thing, customers stop listening to what you say and start comparing what you charge. A distinctive voice is one of the few things a competitor can’t undercut.

Finding yours

• Write how you talk. If you wouldn’t say it to a customer in person, don’t write it on your website.
• Be specific. “We reply within two hours” beats “excellent customer service”.
• Have an opinion. Businesses with a point of view are easier to remember — and easier to recommend.
• Cut the jargon. Clever words make you sound clever. Clear words make you sound trustworthy.

Your brand isn’t your logo. It’s what people say about you when you’ve left the room.

A good test: cover up your logo. Could a customer still tell the website was yours? If not, there’s work to do — and it’s some of the most rewarding work there is.