Business Solutions - Customer Carewords

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More sales, better service, stronger brand

One set of words to bring customers to your website (search words). One set to bring them through your website and make the sale (Customer Carewords). Words make the sale, deliver the service and build the brand on your website. The right words-the exact right words-can have a dramatic effect on how your customers behave.

Microsoft changed one word in a particular heading and saw a 300 percent increase in the number of people who clicked on it.
Based on our advice, an organization changed three words on a particular webpage and saw a 30 percent increase in sales inquiries.
Another organization repositioned a link on its webpage and saw $70,000 in new sales from this link over a two-month period.
A business-to-business client changed the call-to-action language on its products pages. Qualified leads rose from 100 per month to over 200 per month over a three-month period. Nothing else was changed.
One summary from a list of 17 was chosen by 1,000 people out of a sample of 2,000 participants, from 14 different countries. In other words, 50 percent of people selected the same summary from a choice of 17!
Changing the text on a button from "Click to qualify - it's free" to "Am I eligible? Find Out Instantly" resulted in a 40 percent increase in people clicking on the button.
In an extensive analysis of tourism-related words carried out in 12 countries over a two-year period, we found an incredible commonality between the top ten words people chose. In fact, the top two words/phrases (Accommodation, Special Offers) were either first or second from Singapore to Sweden, from Seattle to Switzerland.
We tested a series of words with the web staff of a particular organization, asking them to choose based on the relevance of the words to their customers. We then tested the same set with a sample of customers. There was no correlation. The words that the staff thought were important to the customers were not the words that the customers chose.

E-business is about selling with words

Everywhere on the Web, words are making a difference. Words are making the sale, delivering the service, building the brand. The trick is to find the right words-your customers' words.

We've spent more than ten years taking a rigorous approach to finding out what content works, and what content doesn't. The result is Customer Carewords, a rapid-fire analytical tool that captures the words that people really care about once they arrive at your website. These words give you the ammunition with which you can create killer web content that makes the sale, delivers the service and builds your brand. Precise, clean, clear, customer-centric content. No fluff. No waffle. Just the meat.

Search words will bring potential customers to your website. But Customer Carewords will bring them through your website. Using Customer Carewords stops customer hitting the Back button. It gets them to act positively once on your website.

For example, someone might search for "new car" but we have found through analysis that once they arrive at a car website the following words become important: "affordability"; "price"; "low fuel consumption." Nobody searches for "affordability" but it is a very important word once customers arrive at a website.

Customer Carewords is a unique polling technique that identifies the words that really matter to you customers. Words drive actions on the Web. The exact right words will make more sales, deliver better services and build a stronger brand.

Using Customer Carewords, companies such as Wells Fargo, Pioneer and Schlumberger have discovered the words that drive customer behavior on their websites. Let us help you find the words that lead to positive action.

What Customer Carewords is
How Customer Carewords works
Pricing and deliverables
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