Earlier this year, Rackspace redesigned their web site. Cautiously I wrote Pat and hinted that I thought the redesign was a step backwards. Apparently, Dimitry agrees.
Why is it a step backwards?
The focus of the site has become RACKSPACE, not Rackspace’s customers.
How do I know? The language is all about THEM. It is navel gazing.
I’m willing to bet their internal marketing department prepared the content. It’s a classic mistake.
Prospective customers care about themselves – not about YOU or your company. Your web copy should use the word YOU to connect with the visitor, and you should avoid the words WE/ME/US/I. Here is a tool you can use to measure how customer centric your copy is. To learn more I recommend this book.
At Rackspace they have a concept they call “paper cuts”. It’s not one mistake that causes a client to leave them, it is a series of paper cuts. Their goal is not to die by papercuts.
I sincerely hope that this redesign at RackSpace is not a sign of things to come…because death by paper cuts sounds like a pretty awful way to go.