Customer-focused content: 10 do’s and 10 don’ts

Engage your customers

  • By Team CSI
  • |
  • Sep 4 2017
  • |
  • Categories: Articles

It’s no secret that if you want to engage your customers, you need customer-focused content. But what does that look like, beyond the format or channel. Sure, social media makes it easier to have a conversation with your customers, and customer-generated content is inherently customer-focused … but what about the copy that your company writes? With our ingrained habits of talking about ourselves, our company, and our key benefits, we’re not always as good at writing from the customer’s perspectives as we’d like.

Here are some tips to keep you focused.


  • Write about how wonderful your company is. It’s not credible coming from you.
  • Use a gazillion wonderfully exciting adjectives to describe how unique and revolutionary your amazing new products and services are.
  • Use many words at all.
  • Focus on what you sell.
  • Be too stuffy and serious.
  • Expect your customers to come to your website … just because.
  • Expect to get it right the first time.
  • Interrupt your customers with irrelevant content when they’re trying to do something.
  • Try to say more than one thing at one time.
  • Assume your customers are just like you.


  • Demonstrate that you know who your customers are, without telling them.
  • Demonstrate how wonderful your company is, without talking about it.
  • Write as if you’re a person, wanting to build a relationship with your customers.
  • Reflect your customers motivations, emotions, and life-context in your writing.
  • Provide content that is relevant to both your customers, and your business.
  • Be generous in sharing your knowledge in your area of expertise.
  • Get customer feedback. Rewrite, revise, repeat.
  • Make products and service details easy to find and make the buying process easy.
  • Publish your content where your customers hang out.
  • Focus on your industry expertise and customer needs.
Tip #1: Don't write about how wonderful your company is. It’s not credible coming from you. Click To Tweet

Further reading

Content toolkit: Decision trees

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