Most people with a website, whether they are professionals or individuals, believe that their web content has only the purpose of improving the positioning of their pages in search engines.

However, for any website, content improvement can be used not only to strengthen your rankings but also to improve the customer experience. The call center software, VoIP telephony, or other telecommunications services are really useful to improve customer service, but to start from the beginning, it is always good to take care of the web content of your business.

The user experience refers to all the emotions and feelings that a customer feels before, during and after the purchase of a product or service. It is the result of all the interactions that a customer may have with the brand or company.

In this article, we focus more on the online customer experience. When web content creation is user-oriented, the main objective is to convey in a clear and detailed way what the website offers, how the customer can access it and provide content of interest.

The content must be in line with the brand image and values of the company. If the experience is satisfactory, the user will develop a sense of reliability and loyalty towards the company, the product or even the community. That’s why it’s so important to know how to write to improve your customers’ experience.

How do users read?

Users of digital content are not accustomed to reading, but to scan the data of the web page looking for the information that interests them. It only takes 4 seconds for an individual to determine if the content of a page is of sufficient interest to continue visiting it.

Jacob Nielsen, a specialist in computer ergonomics and website usability, has determined that once people read the first 100 words of a page, only 4.4 seconds are spent in 100-word increments. Through a study based on Eye-tracking, he also concluded that customers read content following an F-shaped reading pattern.

According to this theory, individuals tend to pay attention to the first sentences of the first paragraphs, titles, subtitles and first words of each line.

Although we don’t believe it, the client doesn’t want to contact the company only when he is looking to buy or hire a product or service, but also when he is interested in other issues such as participating in your own website (either from backlinks, post publications, etc.). It is therefore necessary that your contact details are visible on your page, so that visitors do not have to complicate themselves if they want to ask for information about the page or want to resolve any doubts.

Therefore, and as this article focuses on attention to the user, we must not forget to be available for the user when they want to contact us. A virtual PBX, for example, helps to manage the calls of the company increasing the productivity of workers.

In short, creating customer-oriented web content and offering easy and convenient contact information has become essential for any organization with an online presence that wants to attract, retain and increase the number of visitors to its web pages, and provide good customer service.

How to write?

In order to write content that is easily “scanned” by clients and, above all, that generates enough interest and attention to be read, several factors must be taken into account:

  • Pay attention to the first moments.

The first seconds on a site are crucial for customers. That’s why the first thing to take into account is the detail of the landing page, what is offered. To do this, you will need to consider the following:

Establish your brand and identify your website

Set the tone of your page

Clearly state the topic and summarize what customers can find there

Facilitate access to customers by performing tasks quickly

Make it easy to scan the page using bold, lists, tables and other links

Help the user to achieve his goal on the page without obstacles

  • Use lists and tables.

The website administrator must structure the information to facilitate its assimilation and comparison for the user.

  •  Links

The presence of internal or external links on your page must be well thought out. The links must be inserted correctly: the text must be clear to understand where the user who clicks on them will be redirected to.

  • Course titles with relevant information.

The titles, (in general, but especially on your website), should allow you to distinguish the content with the first three words. If your information needs to be structured, it is advisable to insert subtitles and sections in the content to identify them. Be careful not to put more than two levels of titles/subtitles so as not to create confusion about the structure of the content for the client.

  • Take care of the content presentation.

The content should occupy all the space to facilitate its reading and take into account the different visual elements:

Source Sans Serif

Font size must be legible (minimum recommended 12pt, 14pt) with adequate spacing (between 120 and 140%).

Study the contrast between the color of the text and the background to optimize legibility.

Do not underline texts if they are not links.

Minimize the use of capital letters

  • Use of images.

Adding images to content provides visual information and understanding while providing credibility. Images should be of adequate size, good resolution and not animated to avoid distractions from reproduction.

  • Current content.

To create effective content, that is, content that really means something to your visitors, you’ll need to consider several elements:

  • You need to be clear and direct. To give advice, it is recommended to use an active voice, while for titles the recommendations are more passive. Study carefully the language to use, taking into account the typology of your customers, cultural differences, different digital channels…
  • In the paragraphs, you must provide the strictly necessary information. It is advisable to assign a single idea per paragraph and a concept to a single sentence.
  • To reduce the size of a text, you can redirect visitors to a page that contains information developed through internal or external links.
  • It also uses an inverted pyramidal style of writing: to do this, you must bring the most important information to the beginning of the writing and then allow the client the freedom to continue reading about the topic he is interested in.


Making customers happy, retaining them and turning them into ambassadors are the new emblematic objectives of companies. The customer experience is now considered the key determinant of business success and several actions can be taken to improve the customer experience on the Web.

Beyond helping to improve your SEO positioning, your content, and especially the way it is written, can influence (positively or negatively) the experience of your customers.