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Finn Dollimore

Webflow Expert | Designer
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Putting Customers First for Increased Engagement

When it comes to creating effective website content, understanding the needs and preferences of your target audience is paramount. Unfortunately, some companies miss the mark by focusing solely on themselves rather than addressing customer concerns. In this blog post, we'll analyze a real-life example of a company that overlooks user-centric content and explore how a successful company like Slack excels in engaging their website visitors by putting their needs first.

What many companies get wrong

During a recent client project, I encountered a website that served as a prime example of a company failing to grasp the importance of customer-oriented content. The page in question boasted a title, "This Is Us: The Strumman Group—Join Us on Our Journey to Unlock the Potential of People's Lives. We Are the Home of Entrepreneurial Minds and Powerful Brands." While the company's enthusiasm is evident, the content misses a crucial opportunity to highlight how their product benefits customers and what truly matters to their target audience.

The Power of User-Centric Approach

A shining example of putting customers at the forefront is Slack. Take a moment to explore their website. Notice how they kick off their content with a user-oriented statement: "Slack: One Platform for Your Team and Your Work." This simple yet effective approach instantly starts a conversation with the site visitor, making them more likely to stay and engage further. By addressing their needs from the get-go, Slack establishes a connection that resonates with potential customers.

Framing Content with User-Centric Language

As you scroll down Slack's website, you'll notice the strategic use of headings, such as "What You Need When You Need It." These headings frame the content in terms of the users and their concerns, as if initiating a conversation. This approach immediately captures attention and invites visitors to explore further. By focusing on the users' needs and aspirations, Slack ensures their content remains relevant, engaging, and relatable.

Tips for User-Centric Content

  • Research Your Target Audience: Gain deep insights into your target audience's demographics, preferences, and pain points. This knowledge will help you shape your content to address their specific needs.
  • Put Yourself in the User's Shoes: When creating website content, step away from your company's perspective and think like your customers. What challenges do they face? How can your product or service offer a solution?
  • Start a Conversation: Instead of bombarding visitors with self-focused statements, begin your content with user-oriented language. Initiate a dialogue that resonates with their desires and aspirations.
  • Highlight Benefits and Solutions: Clearly articulate how your product or service can improve the lives or businesses of your customers. Focus on the value they will gain from choosing your offering.
  • Engage with Headings and Subheadings: Use compelling headings and subheadings to guide visitors through your content. Frame them in a way that speaks directly to their concerns and makes them eager to explore further.


Crafting website content that puts customers at the forefront is vital for engagement and conversions. By focusing on their needs, desires, and challenges, you can establish a genuine connection that resonates with your target audience. Slack serves as a prime example of how user-centric content design can captivate visitors and encourage them to explore further. Take inspiration from their approach, research your target audience thoroughly, and frame your content in a way that initiates meaningful conversations. By adopting a user-centric mindset, you can transform your website into a powerful tool for customer engagement and success.