If your website copy reads like a love letter to your own business, you’re doing it wrong.
Too many companies fall into the trap of talking about themselves: We’ve been in business 20 years. We pride ourselves on customer service. We’re passionate about what we do. That’s all fine – but your customer doesn’t care. At least, not yet.
When someone lands on your website, they’re not looking for a history lesson. They’re looking for a solution. They want to know one thing: What’s in it for me?
That’s where most businesses lose the sale. They write from their own perspective, rather than stepping into the shoes of the reader. Your content should show empathy, not ego.
Instead of “We are award-winning designers with a passion for excellence”, try “Get a website that doesn’t just look good, but actually gets you more leads”. Make it clear what the reader will gain – more time, more money, less stress, better results. At the end of the day, that’s what they care about.
This doesn’t mean you should strip out your credentials entirely. Your experience and expertise matter, but they come after you’ve shown that you understand the reader’s problem and can solve it.
Good marketing isn’t about shouting how great you are. It’s about making your customer feel like they’ve found what they were looking for.
So next time you write a headline, a call to action, or even a short paragraph – ask yourself: does this talk about me, or does it talk about them?
Because in the end, it’s not about you. It’s them.
Need help turning your website copy into something your customers actually care about?
Talk to Engage Web. We write with your audience in mind – and we write to convert.
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