5 Ways to Implement Customer-Centric Marketing For Your Business
If we had to guess, your website and marketing materials probably feature something like, “We’ve been in business since 1983.”
Sound familiar? For the past few decades, marketing has been about establishing credibility with the ultimate goal of trust (and more sales).
But there’s a movement that is lasting because it works: Customer-centric marketing. With endless data and AI tools, knowing what your customers value is more accessible than ever. And that means less talking about you, more talking about them.
Let’s talk about why you want to implement this for your business, and five changes you can start today.
Why Take the Customer-Centric Approach?
Simply put, because it works better. Being customer-centric isn’t just a warm and fuzzy trend. It leads to:
- Higher conversions (because you’re solving their problems)
- Better engagement (because it feels personal)
- Lower ad costs (because relevance wins)
- Brand loyalty that actually sticks
When your website, ads and messaging revolve around them, customers pay attention. When it revolves around you? They scroll.
1. Change Your Messaging and Perspective
The first fix in your customer-first strategy is to flip your perspective. Your mission statement? Secondary. Your services? Background noise. The hero of your messaging needs to be the customer.
The shift is simple: Don’t say “here’s what we offer.” Say “here’s what you’ll get.”
DO THIS:
“Finally, a landscaping team that shows up on time and cleans up like they were never there.”
NOT THIS:
“Family-owned and operated since 1983, with a mission to deliver superior horticultural results.”
⚡️ LZR PRO TIP
Check for the word “we” throughout your website and marketing materials. That’s an easy red flag. Any time you find that word, see how you can flip it to say “you” instead.
2. Invest in Website Design That Converts, Not Just “Looks Nice”
If your homepage can’t pass the Hidden Homepage Test (hide your logo and still clearly explain what you do and who it’s for in under five seconds), it’s time for a revamp.
A beautiful website that doesn’t convert is just digital wall art. Build customer-first designs that guide the journey from “hm, interesting” to “here’s my card.”
DO THIS:
Above the fold: “Stressed about your small business taxes? We’ll handle it—so you can get back to running the show.”
NOT THIS:
“Welcome to Johnson & Associates Financial Services. Our holistic solutions are tailored to fit your long-term economic vision.”
⚡️LZR PRO TIP
One of the best ways to do this is through A/B testing. Run two versions of a landing page, ad or email and see which gets better results. Keep testing until you know exactly what attracts your customers.
3. Write SEO Content That Answers Real Questions
Here’s where most content goes wrong: it targets a keyword but ignores intent.
Ranking for a keyword can be as simple as including it in your website copy a lot. But ranking isn’t enough, right? You’re trying to show up for the right person at the right time with the right answer.
There’s always an intent behind every search term. Think about not just stuffing the keyword, but why and what the customer might also be looking for in that search. Address those things in your marketing.
DO THIS
Title: “What’s the Best Time to Prune Trees in Arizona?”
Content: Clear answer up top, followed by tips for tree types and a visual calendar.
NOT THIS
Title: “Seasonal Tree Maintenance for Optimal Foliage Growth”
Content: 800 words of fluff with the keyword, no usable tips, no clear call to action (CTA).
⚡️ LZR PRO TIP
Use Search Intent Mapping to align content with what your audience meant when they searched. That’s how you land clients—not just clicks.
4. Test New Google Ads That Actually Work (Because Wasting Money Is So Last Ecomony)
If your ads are underperforming, chances are you’re saying what you want to say—not what your customers need to hear.
Changing your ads with the customer in mind benefits you more than the possibility of more clicks. In fact, Google rewards relevance more than deep pockets. A higher Quality Score means lower ad costs and better placements. We love a budget-friendly win.
DO THIS
Ad: “Need AC Repair Today in Phoenix? Call Now. No Hidden Fees.”
Landing Page: Includes pricing, same-day availability, testimonials and a simple form.
NOT THIS
Ad: “Premium HVAC Service Excellence Since 1995”
Landing Page: Generic copy, stock photos, a CTA buried in the footer.
⚡️ LZR PRO TIP
Use the Google Ads Search Terms Report to find the exact words your customers are typing. Then use those phrases in your ads, your landing pages and your web copy.
5. Keep It Personal with Email Marketing That Feels Human
The average worker has 650 unread emails in their inbox, according to this article. Emails are one of the most flooded sources of marketing.
That doesn’t mean they’re no longer effective, though. It just means that your customers are no longer excited to find another newsletter. They want emails that actually feel like they were written for them.
Segment your list. Personalize your subject lines. Use clear, compelling CTAs.
DO THIS
Subject line: “Name, your new website mockup is ready” 👀
Email: “Want to take a peek before we finalize the homepage design?” → [View Your Preview]
NOT THIS
Subject line: “April Newsletter – Updates and Announcements”
Email: A wall of text, no images & no point.
⚡️ LZR PRO TIP
Emails less than 150 words generally get more clickthroughs. Test short copy against even shorter copy and see what works for your business.
Bonus: Copy Your Competitors, but Smarter
Most business owners don’t realize their competitors are doing their market research for them.
Look up your competitors and see what they’re doing, what they’re saying. You can even use tools like Spyfu, the Meta Ad Library and Google Ads Transparency Center to see what your competitors are running. Analyze it, even ask Chat GPT to give you key takeaways on these competitors’ messaging and styles. Take notes. Then make yours better.
DO THIS
Competitor ad says: “Gilbert’s Favorite Coffee Spot”
You counter with: “Skip the Line. Mobile-Order Your Favorite Brew in Gilbert Now.”
NOT THIS
“Family-Owned Cafe, Serving the East Valley”
Great. But… why should I go there?
⚡️ LZR PRO TIP
For a budget-friendly option, sign up for their emails. Write down subject lines that piqued your interest. Rinse and repeat for your business.
TL;DR: Stop Marketing to Yourself
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Take Your Marketing from GOOD to GREAT
If your marketing sounds like a monologue, it’s time to flip the script. Your audience isn’t here for your origin story. If they made it to your website, they’re looking for solutions, clarity and a reason to choose you.
At LZR Marketing, we help small businesses talk less about themselves and more about what matters to their customers through websites that convert, ads that click and messaging that makes people actually want to engage.
Let’s build something your customers will care about.
And hey—maybe even something they’ll remember.
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