Why Your Website’s Copy Should Talk About the Customer, Not You
Why Your Website’s Copy Should Talk About the Customer, Not You
The Biggest Mistake in Website Copy
Most websites make the same mistake: they talk about themselves. “We’ve been in business for 20 years.” “We’re passionate about excellence.” “We strive to innovate.” These statements might be true, but they do not connect with the visitor’s problem or desire.
Customers visit your website looking for one thing: a solution to their challenge. If your copy focuses on you instead of them, they will move on to someone who speaks directly to their needs.
The Psychology Behind Customer-Focused Copy
Humans are naturally self-focused when consuming information. Every visitor to your website is silently asking, “What’s in it for me?” Your copy should answer that question immediately.
Instead of saying, “We design beautiful websites,” try saying, “Get a website that attracts more customers and closes more sales.” The difference is subtle but powerful. You are shifting the focus from your business to the customer’s outcome.
How to Shift from “We” to “You”
Here are three simple adjustments that make your website more customer-focused:
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Rewrite from the visitor’s perspective.
Change “We provide” to “You get.” Example: “You get a website that works harder for your business.” -
Focus on transformation, not features.
Instead of listing what you do, describe how it improves the customer’s life or business. -
Use customer language, not internal jargon.
Speak in the words your audience actually uses when describing their goals and frustrations.
Why This Approach Works
When your website copy speaks to the customer’s needs, it builds trust and emotional connection. Visitors feel understood. They see themselves in the story your website tells. This shift transforms your brand from another vendor into a trusted guide who helps them achieve success.
At The Digital Hook, we use this principle in every Growth Design project to ensure that your message connects instantly with your audience.
Ready to Make Your Website Customer-Focused?
If your website sounds more like a resume than a sales conversation, it is time to rewrite your story.
Book a free Growth Design consultation and we will review your copy, identify where to shift focus, and help you craft a message that turns visitors into customers.