Businesses often assume that customers see them the way they see themselves. We know from experience that’s rarely the case. While business owners and internal teams have a deep understanding of their brand, services, and decision-making processes, customers inevitably only see a fraction of that. Their perception is shaped by very limited interactions, surface-level comparisons, and ultimately what the business chooses to communicate. If your messaging isn’t clear and consistent across all these interactions – whether that’s your website, ads, or search presence, then you risk being misunderstood entirely. These fundamental messages form the foundation behind any digital marketing campaign – whether it’s SEO content, paid ad copy or the visual hierarchy in your website redesign, it’s critical that the right message reaches the right audience at the right time.
Why is there a disconnect between how businesses see themselves and how customers perceive them?
It comes down to perspective and context. When you’re working within a business – especially if you own it – you have privileged information. You understand the history, the reasoning behind decisions, and the inner workings of how things operate.
Customers, on the other hand, only see a small fraction of that. Their perception is shaped by what a business chooses to share and their own limited interactions. They might only have one or two touchpoints before deciding whether to buy, which means their view of the business is incredibly narrow compared to the depth of knowledge an insider has.
Common misconceptions customers have about businesses
Customers often assume that business decisions are made simply or easily, when in reality, most decisions – whether about pricing, delivery, or service offerings—are far more complex than they appear. Because they only see things at a surface level, they don’t always appreciate the thought, effort, and constraints that go into those decisions.
Another common misconception, especially in service-based industries, is the idea that they can make direct, apples-to-apples comparisons between businesses. A customer might see two similar services at different prices and assume they’re identical, without realising the differences in quality, expertise, or the level of service being provided.
How can businesses improve customer perception?
The key is recognising just how narrow the customer’s viewpoint is. Businesses need to distil and prioritise what they communicate, focusing on the most important messages that highlight their true point of difference in the market.
Once that’s clear, the next step is working out the most effective way to communicate it. Customers interact with brands through various touchpoints, and while they won’t engage with all of them, the core brand messages need to be consistent and clear across every interaction. That way, no matter how limited a customer’s view of the business is, they still receive the right impression.
Similarities with SEO
This same limited view not only applies to customers but search engines too. For SEO to be successful, we have to directly communicate with Google like we would a person. Just like with a human customer, we can’t assume that Google will known facts and information about a business. We must make all this information clear and easily accessible in the same way we would for a person. In doing so, we build a profile in Google’s “eyes” of the type of business, product or service that would be the best recommendation for a user’s search query. This is the heart of SEO.
The Last Word
Bridging the gap between what you see and how customers perceive your business starts with a change of perspective. It means taking a step back and asking yourself what’s currently communicated and what’s assumed? Prioritising the key messages that define your value and ensuring they’re communicated effectively across all customer touchpoints if how you’ll change those external perceptions. When you’ve got this right, you’ll see improvements across all campaigns as your messaging becomes clearer, consistent and more effective.
If you don’t think you’ve got your messaging quite right or would like to learn more about our digital marketing services, please get in touch.