My favorite website mistake (to fix) is often overlooked because at its essence it’s rooted in basic human nature: we as human beings are predominantly focused on ourselves.
Try as we might to be outward thinking and have total concern for others, ultimately, the reality is that we must care for ourselves and our own wellbeing first. It’s simply human nature.
But what is this favorite mistake of mine, you’re probably wondering? I’ll save you the suspense. It’s talking about yourself when you should be talking about your customers.
I’ll illustrate my point with a few tried and true examples.
We roast the finest coffee in all the land.
Taste. Feel. Live.
We sell purses in the widest variety of shapes, colors, and sizes.
Meet your purse soul mate.
I design and build websites for the modern age.
As a hardworking business owner, you deserve a website that aligns with you.
As you were reading the before and after versions above, could you feel the difference? The first examples fall flat because they have absolutely nothing to do with you, the reader. The second examples, however, make you feel something. They invoke an emotion – and as we all know, it’s emotion that makes the world go ’round. Center your website messaging around your customers, and they just might listen.
Eric Cooper says
This is a great point. I’ve been mulling it over.
It’s not so easy.
Hi Eric, thank you for your comment. I realize that it can be difficult at times to implement this. And there are of course times when it doesn’t make sense to be talking from the reader’s perspective (i.e. on your About page when you’re talking about YOU!) Generally I’d say that any mindful shift towards orienting around the reader is a step in the right direction 🙂 Even just changing *some* bits of language on the site can make a big difference. I try to keep this concept in mind as I’m writing copy moving forward. I find it’s a great thing to keep top of mind, even if I don’t implement 100% of the time. I hope that’s helpful.