Posted on June 24th, 2008
Which word appears more often in your company’s website content, “we” or “you”?
In the last post, we described how your website isn’t really about your business, it is about your customers and their user experience. Perhaps the most important part of that user experience is the copy - after all, reading the words on your site is generally the first contact users have with your business, so you want to make sure that your language reflects your customer service - that is about them, not you. For example, our Chicago web design company’s homepage features the solutions we provide before mentioning anything else.
Take a look at how often your content uses the word “we” and “our”; look for phrases like “our company offers this product” or “we have the best prices” are common on business websites. However, that sort of wording puts the spotlight on your company, not on what you can do for your customers - and the latter is really what they care about. To paraphrase JFK’s famous words, when creating your company’s web content, you want to ask not what your customers can do for your company, but what your company can do for your customers.
Therefore you should use terms like “you’ll find product X,Y, and Z at our Chicago store” instead of “we carry X, Y, and Z”. It is a subtle distinction, but an important one - and one that will increase your overall conversion rate if properly implemented.
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