It's not about you

- So far, we've touched on how people behave online…and the types of content they'll expect to find…on your site.…By now you've probably realized…the majority of your site is not about you, at all.…Instead, it's all about your customers,…what information they need to see…and what reassurance they need to feel…before they'll buy.…We've talked about how to create content…that will draw new visitors in and quickly answer…their key questions.…We've also covered the ways to describe your products…in customer-centric language…and how you can demonstrate your expertise with…additional, helpful information.…

Even once you've created all this content…you're still not done.…There's one final step before you publish it.…You should check that people in your target audience…can find and use the information…by running an informal usability test.…You run a small business,…you know exactly what you're selling.…That means you might describe it very differently…than how customers are looking for it.…The worst person to give directions to a location is a local…