“Customer experience” isn’t just industry jargon.

It’s a serious commitment, a core discipline and a shift in perspective. But for many companies, there’s a glaring gap in the center of the customer experience.

That gap is the writing.

You can do all the right things — hire more support reps, deliver the right content at the right time to the right people, provide top-notch products and services — but if your copywriting is lifeless, generic and dull, so is the customer experience.

It’s time to recognize the powerful ways your writing can help you improve experiences for customers.

Copywriting is everywhere

Copywriting permeates all parts of your company’s communication. It pops up in every nook and cranny of your interactions with your prospects and customers.

When you send potential customers a marketing email — that’s copywriting.

When your sales rep follows up with a post-demo message — that’s copywriting.

The e-books and blogs your support team shares with new customers to help them explore their new product — that’s copywriting.

Automated campaigns confirming purchase, thanking customers for their purchase, giving them additional support and delivering future deals and promotions — yup, that’s copywriting, too.

And all the content you share that takes customers on the buying journey — including awareness, interest, consideration, intent, evaluation, purchase and post-purchase — that’s all copywriting.

And guess what? Every single piece of this is a part of your customer experience. Your team weaves copywriting into practically every interaction a customer has with your business. And that’s why it’s so crucial to make it count.

How copywriting and customer experience fit together

The customer journey is a story that has a beginning, middle and end. And just like a well-told story, it should be engaging and memorable every step of the way.

The words you use (and how you use them) shape the narrative of this story.

In the awareness and interest stages, potential customers are just discovering your brand. Your marketing materials and social media posts pique their interest and invite them to learn more about you.

Then comes the consideration phase, where customers are weighing their options. Your copywriting should highlight the benefits of your products or services and differentiate you from the competition. Your words help reassure customers that choosing you is the best decision they can make.

And the journey isn’t over after the customer makes a purchase. Well-written onboarding emails and customer support content makes the customer feel valued and appreciated — which can lead to repeat purchases and referrals.

Copywriting is the backbone of the customer experience at every stage, and good copywriting heightens emotions, delivers insights and builds an invaluable sense of connection.

Well-crafted messages at every stage of the buying journey can turn an average customer experience into an extraordinary one.

5 quick ways to improve your copywriting

Now let’s get into some practical tips that can help you refine your copywriting and elevate the customer experience.

Keep it simple and clear

Clarity is key. If your message isn’t easy to understand, it’s going to confuse customers or turn them off. Avoid jargon and complex sentences and stick to simple, plain language. Your customer’s time is precious, so make it easy for them to understand what you’re saying.

Focus on the customer

Always remember, your copywriting is for your customers. Make the customer the hero of your story by framing your message from their perspective. What are their needs? What problems are they facing that your product can solve? Use the word “you” more than “we” or “our.”

Add a splash of personality

Your customers won’t connect with your copy if you sound like a robot. Add a touch of personality to your copywriting to make it more relatable and engaging. What is your brand’s voice and personality? Let it shine through at every stage of the buying journey.

Be consistent

Consistency in your messaging reinforces your messaging and builds trust. Maintain a consistent tone and style throughout your communication channels, whether you’re writing a marketing email, a social media post or a customer support message.

Use your red pen

Typos and grammatical errors can seriously harm your credibility. Always proofread your copy — and preferably get another set of eyes on it to make sure your message is clear and the content is error-free.

Make every word count

Strong copywriting is the often-overlooked but totally game-changing factor in how your customer experiences your brand at each step of their journey.

With these rules in mind, take a look at your current copy and see if it’s pulling its weight for you. Is it clear, customer-focused, engaging and error-free? Does it make people feel understood and valued?

Addressing the copy gap may just be your missing piece in the quest to create the ultimate customer experience. Just make sure it doesn’t get lost in the shuffle.

To find out how Horizon Peak Consulting can help you create high-quality content at speed, connect with Jessica Mehring on LinkedIn.