Having reviewed hundreds of websites when conducting audits and figuring out where businesses are leaving money on the table, I’ve got to ask…
Are you guilty of the number 1 website mistake?
“Does your website only talk about you?”
Before you answer that, let’s go back to December 2022, when there was a new arrival in the Caister household.
A Golden Retriever puppy named Bailey.
Like most young dogs, he loved to eat, play and sleep. And he also had a weak bladder, which invariably meant that he had the odd accident inside.
Worse still, he often got too excited when visitors were over and weed all over their shoes…
Now, being weed-on isn’t something most people enjoy.
Yet that is precisely the reception most people get when they visit a business’s website.
Which brings me back to my question…
Does your website only talk about you?
If you’re wondering where this is going, I’m talking about the overuse of the word “we” on websites, often appearing in cliched phrases like:
- We have what it takes to succeed in this dynamic environment.
- We tell you what you need to hear, not what you want to hear.
- We don’t do vanity projects or suggest something just because others are doing it.
- We’re the UK’s No.1 installer of…
- We’re an award-winning…
- We have 20 years of experience in…
- We pride ourselves on customer service…
Now, you might think I’ve made some of them up.
Yet, unbelievably, those quotes are all from the homepage of just two businesses.
(Who I won’t name and shame here.)
So, what’s the big problem with using the word “we” in your copy?
“We” makes the sentence all about you, which is not what your prospects are interested in.
They want to know what you can do for them, what the outcome of buying from you is, and what benefits they’ll enjoy by giving you their money.
Think about this for a second…
When you go to buy a phone from, let’s say, Apple.
Are you interested in hearing about their legacy, history, or how they designed the phone?
Or would you rather they told you about the pro-quality pictures you’ll be able to take, the battery life, the crisp display that’s easy to read and how the phone can detect if you’ve been in an accident?
It’s the second option, isn’t it?
Because that is all about the benefits that they’ll bring to your life and not one jot about them.
What should you do instead?
Imagine visiting a website because you need to fix a problem or select a provider for a solution you want.
You don’t want to read a history book about the company, do you?
You want answers, and you want them fast!
So by focusing your attention and words on fixing your visitor’s problems and giving them what they need, we’re really saying, “Hey, we see you, we get it, and we’re here to help!”
Also, think about it this way…
There are loads of businesses that might do similar things to you. So, how do you stand out in that big crowd?
By being the company that doesn’t just brag about yourself BUT actually understands the worries, needs, and challenges your visitors are facing.
So, if you want to take one actionable piece of advice away from this blog, it’s this…
When you write any copy for your business, be it an email, webpage, social media post, leaflet or anything in between…
Limit the use of the word “we” and focus on what your ideal client wants instead.
Because weeing on your prospects isn’t good for business.
And if you know the copy on your website needs work, and you don’t have the time or patience to do it yourself and want some help, why not book a free audit call?
A call where we will spend around 30 minutes looking over your marketing material and working out where you’re leaving money on the table.
It’s free, you won’t be pitched to, and I’ll even give you something to go away and implement.
Sound good?
