Issue #136: Avoid You On Your Website

When was the last time you actually sat and read through your own website? What does it say? How many times do you say “we” or “our”?

Is your copy self-focused or client-focused?

This is an easy trap to fall into. It is not uncommon for websites to focus on telling a story about themselves and what they do rather than how they can actually help the Client.

Here’s an example:

Could you tell what they are selling or what problems they will solve for their clients?

See how easy it could be for you to fall into that trap?

Here’s another example:

It is natural to want to talk about your company. When potential clients visit your website, they want to learn more about you, right?

Wrong!

More often than not, it’s all about WIIFM (What’s In It For Me?)

Peppering your website copy with “us, me, & we” do nothing but turn off your Client.

But if your marketing copy is “you & your” focused, then the emphasis is on what the Client gets out of the deal. And that’s what keeps them interested.

So how do you go about it? Here’s how!

1.Research Your Client Thoroughly

Engage in a good brainstorming session to answer these fundamental questions: Who do I want to land on my Website and read the copy? What problems do my clients they have? How do I resolve them? Who is my Ideal Client? Once you have that, make what you learn from here the basis of all future copywriting.

2.Audit Your Home Page & Landing Pages

Focus on your website/landing pages that are linked to conversions. Scrape these pages, put all the content into a Google Doc, and find all the instances where you are using “us, me, & we” language.

3.Look To Convert Your Content From “Me” To “You”

This is easier said than done; you can’t just do Find and Replace. Reassemble sentences, paragraphs, and entire pages so the content becomes client-focused without losing its meaning. Don’t forget to address the pain points you discovered in the first step.

4. Fall Back Onto “Neutral” Language

It’s not going to be possible to convert everything into “you” language; the result won’t seem natural. When that happens, pivot to neutral language.

Drop attributive adjectives: instead of saying, “Our plans will make your phone ring,” drop the “our” and now say, “plans that will make your phone ring.”
Use imperative sentences: Imperative sentences accomplish two things. First, they do not have a subject, so you remove “you” from the statement. Second, a directive is given to an implied second person, so you are directing your prospective client to do something.

Here’s an example with the use of Imperative sentences

The above are four quick ways that you can do some emergency triage on your marketing copy, but it is just triage.

Completely rethinking your website copy is a big ask, but it will pay you dividends down the road.

Talk to you next week,

Issue #136: Avoid You On Your Website

Avi

CEO & Chief Wizard