Improve the Customer Experience on Your Website with Content

When operating in competitive markets, customer experience (CX) is everything.

After all, consumers spend a significant portion of their buyer's journeys comparing and evaluating brands and products. And they're so insistent on receiving the best service out there that many are willing to pay a premium for greater efficiency, convenience, and customer service.

But while most brands think that the key to perfecting CX lies in product development, shipping, and post-purchase support, the truth is that your content strategy hugely determines the way your future and existing customers will perceive your brand's offer.

So, without further ado, here's how you can use content marketing to improve the customer experience on your website, along with a few great examples to inspire you. 🚀

Technical web performance is one of the most commonly overlooked aspects of CX.

Research indicates that Internet users demand fast, responsive, and efficient browsing experiences. 

Yet, the majority of websites fail in this regard. According to the Baymard Institute, only 49% of US and European ecommerce sites have "decent" or "good" UX performance.

And while technical performance may not seem connected to customer experience, it's essential to understand that your website represents your brand's digital calling card.

In fact, from the moment they land on a site, web users form brand impressions in as little as 50 milliseconds. This shows just how crucial it is for your presentation to communicate efficiency and competence.

Moreover, remember that speed, responsiveness, and flexibility influence the content consumption experience.

Thus, it's clear that aiming for better technical performance makes it easy for new and existing leads to discover and interact with your brand's content, giving you a much higher chance of converting them into customers and retaining them as loyal supporters of your brand.

A Headless CMS like Caisy can significantly elevate UX through improved performance, responsiveness, and design. Moreover, it's easier to manage, saves time and money, and allows you to focus on content production instead of wasting precious resources on keeping on top of all your digital distribution channels.

What's the role of content marketing?

Most marketers focus on its function in attracting and engaging qualified leads.

Some understand how blog posts and social media content guide prospects through the sales cycle.

Yet very few acknowledge that content also plays a role in determining the post-purchase customer experience, where it's supposed to ensure that existing clients have all the information they require to extract maximum value from their purchases.

So, if you want to use content to improve CX on your website, prioritize meeting customer needs with valuable resources. That is, produce resources for every stage of the buyer's journey.

The great thing is that you can accomplish this goal in many different ways.

For instance, when trying to create brand and product awareness among top-of-the-funnel prospects, educational content that highlights your team's competence — like Real Estate Skills' 9 Best Real Estate Investments for Beginners in 2025 — can be a wonderful way to deliver unique educational value to your audience.

This type of resource will encourage readers to form a positive brand impression, but that's not all. It will also maximize their chances of continuing to engage with your brand, which is the first step toward converting them into customers.

Source: realestateskills.com

Or, if you're trying to delight people in the mid-stages of the sales funnel, do your best to use content to empower them with relevant information.

FAQs and product evaluation resources — like the detailed pricing table on Business For Sale's Sell Your Business page — provide ample opportunity to address and answer your ideal customers' questions. 

By presenting prospects with relevant, high-quality info, you'll ensure they have a better customer experience. You'll also effectively manage their expectations, which is one of the key aspects of ensuring post-purchase satisfaction.

Source: businessforsale.com.au

Finally, when focusing on improving the customer experience with content, don't forget that the sales cycle doesn't end once your prospects have clicked the "buy" button.

Instead, it continues, hopefully through a positive product experience that leads existing clients to re-purchase from your business and even turn into brand ambassadors.

That's why your customer-centric content strategy needs to incorporate a series of resources meant for the post-purchase stage of the buyer's journey.

Whether these are instructional videos, self-service resources, or interactive walkthroughs — like what Scribe does on its Support page — is entirely up to you and your prospects' needs.

Source: scribehow.com

Even though coming off as professional is crucial for convincing your prospects to convert, one of the easiest content marketing traps to fall into is coming off as a faceless brand due to a lack of personality.

Consumers may want to buy from competent and efficient brands. Nevertheless, research shows that the majority of their buying decisions are made based on subconscious emotions, demonstrating the importance of humanizing your organization and forging emotional connections with your prospects.

One of the best ways to accomplish this with content is through storytelling.

For instance, if you're trying to highlight your brand's experience and expertise, perhaps you could do something along the lines of Audemars Piguet.

This haute horology brand proudly emphasizes its history, using engaging and visually stunning videos to get web visitors involved in its history and form an emotional (and aspirational) bond with the brand's products.

https://youtu.be/xvfBFzxm6yQ?si=yUmLYlqaSUa8WvL_

Source: audemarspiguet.com

Or how about using humanizing content to connect with your audience based on your brand values? Research shows that 82% of consumers choose what brands to support based on whether their values align.

A content strategy similar to Parker Clay — which uses storytelling to accentuate a social mission — is a great way to ensure your web content resonates with potential customers and builds an emotional connection that has the potential to transform into conversions.

Source: parkerclay.com

Finally, don't forget that the most authentic content you can use in your digital marketing strategy is content from your customers — not your brand.

With this in mind, when attempting to use content to create a human and authentic customer experience, try to employ user-generated content to forge more genuine connections with prospects.

Something as simple as employing UGC videos to show off relevant and real social proof is a simple yet effective tactic guaranteed to present your audience with content that genuinely matters in their buying journey. For example, take a look at how Destination Certification did it.

In many cases, the best way to use content to elevate the customer experience on your website is to produce and distribute resources that will help your audience understand how they can benefit from your solutions.

Ultimately, product understanding is a huge factor in consumers' purchasing decisions as well as a prerequisite for customer satisfaction. After all, the only way to ensure your buyers are happy is to set their expectations right from the beginning of the buyer's journey.

Of course, the type of content you utilize to communicate USPs and product benefits hugely determines comprehension.

While accessible and highly readable copy can be a good way to explain what your solutions do and why that matters, science clearly shows that multimedia formats perform much better in facilitating comprehension.

According to the picture-superiority effect, people are much better at remembering and understanding images than words. With this in mind, it comes as no surprise that brands with the best CX utilize imagery to aid product comprehension.

For instance, if you check out RE Cost Seg, you'll see that the brand intentionally aligns its value propositions with illustrations, knowing that the visuals can bring a much-needed dose of simplicity and accessibility to the otherwise complex topic of cost segregation.

Source: recostseg.com

Or, you could even take things a step further.

Consumer research from the past few years has shown that people increasingly prefer to watch videos to learn about products and services than interact with any other format. (It's also worth noting that video is exceptionally powerful at convincing consumers to convert, which is a valuable plus.)

With this in mind, it's no surprise that many brands heavily invest in explainer videos to ease the product evaluation stage of the buyer's journey.

Vidpros, for instance, utilizes the format to explain everything it can do for its customers, complete with real-life examples of videos it has edited for its clients to back up its quality claims with a much-needed dose of social proof.

People are done with impersonal, generic brand experiences.

They don't want to be treated as a number. Instead, they want businesses to go above and beyond to solve their uniqufore needs, make them feel like VIPs, and present them with hyper-relevant content throughout the buyer's journey.

With this in mind, explore ways to incorporate personalization into your CX-oriented content strategy.

One easy method of doing this with headless CMS is to automatically translate your content into different languages based on your web visitors' location.

Or, you could do something similar to Sephora and present ecommerce buyers with personalized product recommendations based on their past behavior.

Source: sephora.com

If you want to deliver an unmatched customer experience with your website, you have to pay attention to the timeliness and relevance of your content.

Updates and improvements don't just boost SEO. They're also a marvelous way to show your prospects they can rely on your brand for relevant, fresh information they can trust.

Silently editing your content to ensure it's up-to-date is sufficient to deliver an enjoyable customer experience. However, emphasizing that you did this can take your outcomes to the next level.

For instance, check out the Best Running Shoes guide from Runner's World. The top of the article features a detailed editor's note, saying what the latest article update changed compared to previous versions as well as mentioning the specific shoes that had been removed from the article due to no longer being available.

Content is a powerful tool that can help you accomplish multiple goals at once. 🏆

If you're trying to focus on presenting your prospects with a more elevated customer experience, investing in content marketing could definitely allow you to do that.

When focusing on CX, it's essential to start from a point of complete understanding regarding what your prospects want and need from your brand. Then, by adapting your resources to align with their expectations, you can ensure that you leave a positive impression, convert first-time web visitors into leads, and nurture existing leads into loyal customers.

Make sure to have a flexible and scalable website by working with a Headless CMS Solution. This way, your content is future-proof and can be displayed on any format and device.

To get more information, feel free to book a personal CMS demo call with one of our Caisy team members. 💙