
How Is Your Website Content Improving Customer Service?
When it comes to engaging your audience in today’s digital-first world, there are few things more important than content.
Your content is there to attract your target audience through carefully chosen keywords and phrases that optimise your site for SEO. However, that’s not all that it does.
Website content can also be a valuable part of your eCommerce business for other reasons, such as helping you to entertain your visitors and provide them with useful information.
You can even rely on the right content to ensure that your customers can solve their common problems related to your niche faster.
Today, we’re going to look at some of the website content solutions that can help you to enhance the customer experience for every visitor.
FAQs Answer Questions Fast
Chances are that your marketing and sales team have noticed a few trends in the questions your customers ask when interacting with your business or product.
Maybe they want to know how certain features work, or they have questions about your guarantee.
When you’re updating your website, it pays to include a page that answers those questions immediately.
An FAQ section or a glossary page is an excellent addition to the helpful content on your site, as it means that your clients don’t have to ask the same questions of your staff over and over again.
FAQs reduce the number of calls directed at your service agents and keep your employees educated and informed.
One way to help your potential clients find their way around your FAQ site is to optimise it for search engines so that the keywords on your site match the terms users employ in their queries.
This makes it more likely that they turn to your website in their search for answers and find what they need without contacting customer service.
Not only do your customers save essential time, but your employees get more moments that they can use to focus on more complex customer requests and other challenges.
Knowledge Bases Provide Guidance
If you’re offering a more complex product or service, then a simple FAQ page might not be enough for your customers.
You may find that they need support in the form of more comprehensive articles and how-to guides instead.
A knowledge base can help you to digitally transform your website in an optimal way and provide more guidance to your clients.
Let’s say, for instance, that you sell email marketing software.
You could include videos in your knowledge base that highlight how users can set up their first campaign.
This means that your customers can jump in and start seeing the value in your product straight away.
You can even implement full self-service support sections that allow your clients to deal with common problems or troubleshoot issues on their own.
Studies show that more than 60% of customers prefer using a digital self-service tool over talking to an agent.
More customers are beginning to expect “self-service” solutions as part of the online purchasing process.
Customer Checklists Support Clients
Customer checklists can be an excellent tool for your customers when they need help making the most of your product or service.
A checklist helps your clients discover crucial features and capabilities in your product.
For instance, if you sell SEO services, you can offer a checklist that shows your customer what they need to do during an SEO audit.
Checklists are also great when you’re selling in the B2B landscape, where people might need to share guidance with numerous members of staff.
These assets often work best when they include very straightforward and simple information.
If a checklist might be too simplistic for the kind of information you want to share, you can consider creating an eBook or guide instead.
Some companies even produce entire slide sets or PowerPoint presentations that are easier to follow when dealing with more complicated ideas.
When you create these resources, make sure they’re downloadable and available to access offline.
Webinars and Live Video Provide Context
While articles and news stories deliver a lot of valuable information to your audience, not everyone works best with written information.
Some people find that it’s easier to learn about your product and service through types of content like podcasts or videos.
Since 2020, when people started using video more often for conversations between teams, the demand for video content has increased significantly.
On your website, video streams can offer a live Q&A session, where your customers can ask common questions about their products and services.
You can also use video as a way to showcase your team or give a behind-the-scenes look into your business.
Live webinars are also becoming increasingly attractive to companies in search of value, customer-service enhancing content.
It’s much easier to follow the instructions provided on a video or webinar when you’re having trouble with an item. Visual information gives more context to the situation.
Courses Make Customers Experts
When it comes to delivering excellent customer experiences, your content is the best source of guidance, knowledge, and valuable information.
While there are plenty of ways that you can stock your website with resources for customers to use at their own pace, you could also provide them with a full educational experience that provides insight into your niche.
Online courses and educational experiences are increasingly popular.
They are a way to teach customers both how to use your products or services effectively, and how to accomplish various goals.
You can synthesise the information from your tutorials, FAQs, demos, and other educational information into a step-by-step solution for your customers.
Not only does a successful online course give your customers access to more of the valuable information they need when using your services, but it can also improve your reputation.
Courses are great for improving the appeal of your company, by demonstrating thought leadership.
Moreover, you can use your course as an extra way to attract new repeat customers and recurring revenue in some cases.
Entertain and Engage Your Audience
Content is more than just a tool for SEO optimisation and entertainment; it can also be a valuable source of information for your target audience.
Focus on creating customer service-oriented content for your customers, and you’ll reduce the pressure on your service agents while generating happier clients.
Remember, keep the information you post up-to-date, and audit your resources regularly to ensure they’re delivering the right results.
Author: Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favourite TV shows. Follow him on @bmorepeters