This might be my favourite piece of website advice.
And yes, I realise it sounds slightly rude.
But stay with me.
Don’t “we” on your website.
I shared this in a recent talk and judging by the reactions in the room, it struck a nerve.
Because once you notice it, you start seeing it everywhere.
Websites full of:
We provide excellent customer service.
We deliver exceptional results.
We are passionate about supporting our clients.
We have years of experience.
And none of those things are bad.
But there’s one small problem.
Your website visitor probably isn’t asking:
“Tell me more about you.”
They’re wondering:
“Can you help me?”
That shift changes everything.
Your website isn’t really about you
Harsh? Slightly.
But hear me out.
Your website exists to help your visitors make a decision.
Not to prove how brilliant you are.
Not to tell your life story.
Not to list every qualification, award and process.
People arrive on your website because they have a need, a question, a frustration or a goal.
They’re trying to work out:
Am I in the right place?
Does this person understand me?
Can they help?
What should I do next?
Good website copy helps answer those questions.
Great website copy makes people feel understood.
What does “we-ing” on your website actually look like?
You might be doing this if your website says things like:
We create bespoke solutions.
We pride ourselves on excellent service.
We are committed to helping our clients succeed.
Now ask yourself:
What does any of that actually mean to the person reading it?
Often… not much.
These statements focus on what you do.
But your visitors are trying to understand what that means for them.
Try turning “we” into “you”
This is the simple exercise I recommend.
Open your homepage.
Count how many sentences begin with:
We
Our
I
Us
Now see whether you can rewrite some of them to focus on your visitor instead.
For example:
Instead of:
We design beautiful websites for small businesses.
Try:
Need a website that feels like your business and gives you confidence sharing it?
Instead of:
We offer strategic website audits.
Try:
Not sure whether your website is helping or holding you back? A website audit can give you clarity.
Instead of:
We provide expert support throughout your project.
Try:
Looking for someone who can guide you through the process without jargon or overwhelm?
See the difference?
One describes.
The other connects.
But don’t remove yourself completely
This part matters.
This isn’t about banning the word “we”.
People still want to know who they’re working with.
Your experience matters.
Your values matter.
Your personality matters.
The goal isn’t to erase yourself from your website.
It’s to make sure your visitor can see themselves in it too.
A good rule of thumb:
Start with their world.
Then show how you fit into it.
Why this matters for conversions (without sounding salesy)
This is where people sometimes get uncomfortable.
Talking about conversions can feel a bit… marketing-y.
But really, conversions are just people taking the next step.
Getting in touch.
Booking a call.
Making a donation.
Joining your mailing list.
And people are more likely to do that when they feel understood.
Customer-focused website copy helps people:
Recognise their challenges
Understand your value
Self-select more effectively
Feel more confident taking action
Which saves everyone time.
You get more aligned enquiries.
They get clearer information.
Everybody wins.
A quick website copy check
Take a look at your homepage and ask:
Am I talking more about myself than my visitor?
Have I explained outcomes rather than services?
Would someone feel understood after reading this?
Is it clear who this is for?
If not, don’t panic.
This is one of the most common website issues I see.
And it’s usually much easier to improve than people think.
What if your website already does this?
Excellent. Keep going!
Strong website messaging doesn’t mean rewriting everything every six months.
It means periodically checking that your website still reflects:
Who you help
What they care about
How your business has evolved
Small tweaks often go further than big rewrites.
Want a second pair of eyes?
If reading this has made you think:
“Oh… my site does do this.”
You’re in good company.
This is exactly the kind of thing I look at during a Site Audit.
Together we’ll look at:
Whether your website is speaking to the right people
Where your messaging is helping or creating friction
Whether your calls to action are clear
What’s working well (because there will be things!)
You’ll come away with practical next steps and a clearer understanding of how your website is supporting your business.
Already know you’ve outgrown your current site?
If you’ve realised your website no longer reflects your business and you’re thinking about a rebuild, a Site Briefing Call is a great place to start.
We’ll talk through your goals, what your website needs to do for you, and whether we’d be a good fit to work together.
Final thought
The businesses I remember most aren’t usually the ones that talk the loudest.
They’re the ones that make me feel understood.
Your website can do that too.
You don’t need to say less about yourself.
You just need to say more about your visitor.