‘We’ and ‘you’, two very small words that make a massive difference to how well your website content connects with your customers.
Have you ever considered how welcoming your website is to visitors? The number of times you use the word ‘you’, as opposed to ‘we’ could be a good indication. Here’s the sort of website content you often see:
‘On-time deliveries, high performance standards and the approach of dealing with every project and every client uniquely puts us above the rest. We have a highly qualified team with hands on experience in all major web technologies and frameworks and offer solutions for all business requirements. Our custom web application development can automate procedures and improve business efficiency.’
While not terrible, this approach does miss a few opportunities. Here’s how it might appear when written from a customer’s perspective:
‘Your business needs and challenges are unique. We work closely with you to ensure your project meets those needs, is delivered on time, and delivers real value and meaningful results to your business. Our experts match your needs to the most appropriate web technologies and frameworks to deliver customised web applications dedicated to improving your business efficiency and results.’
This version says much the same thing but with a completely different focus.
Website content should be written for customers, not you
The main difference when you decide to use more ‘you’ and less ‘we’ is that you have to consider everything you write from the reader’s perspective. It naturally makes you more empathetic with your customers, ensuring that you consider their issues and challenges and find ways to match your services to those needs.
The alternative is that you write all about yourself and leave your potential customers to make the connection to their needs. Do you take the trouble to do this when reading other companies’ websites?
Does the focus of your website content reflect the focus of your business?
Too much ‘we’ might also give people the impression that you are internally focused. Too wrapped up in your own technology, processes and issues to have much time to focus on what your customers are looking for.
The thing to remember is that website content should be written to engage a specific readership – people or businesses likely to buy from you. If you are proud of what you do, naturally you want to tell people about it. Unfortunately, that’s not what people on the outside want to know about. They want to know how you are going to help them.
So, have a look at your website or blog and see how often you talk about ‘you’, and decide whether you need to talk a little less about ‘we’. If you’re not sure how to change it around there are plenty of professional copywriters who can help. You’ll be amazed at the difference it can make, not just to how your content comes across, but also to the business you get from your website.by