It might be human nature to talk about ourselves, but by that same nature, your prospective clients want to hear about themselves. Specifically, they want to know how your services are going to benefit their lives.
That’s why it’s so important that your web copy steers far away from self-centeredness. After all, your website is one of the first opportunities you have to make a lasting impression on your target market, and you don’t want to waste any time you have in front of them.
Make sure you don’t repel your ideal clients by listing your own accomplishments, philosophy, and greatness. They’ll know that soon enough once they hire you! But first, you have to speak their language, and to do that, you have to focus on what really matters: your clients’ needs.
Now for a moment of truth…
Fire up your website and check it against these top 5 signs of narcissistic web copy:
1. Using too many personal pronouns throughout your web copy.
Example: Our firm is dedicated to business marketing services, which we have won awards for in the past. We are an expert team of consultants that delivers on time, every time.
Remedy: Put the focus on the client. A better way to phrase the above sentence would be: With the right marketing expertise and insight, you will attract more clients and grow your business.
2. Putting business achievements at the very top of your web copy.
Example: Our award-winning firm has won several international awards for our superior customer service including, X, Y, and Z.
Remedy: Many times, your website is the first impression you have on prospects. They are visiting your website not to learn more about you, but rather, to learn more about how you can help them satisfy a need. If they feel you can satisfy their need / pain, then they will want to know more about your company. If they want to learn about your awards and achievements, suggest they visit your “About Us” page.
3. Using industry jargon to illustrate your exceptional expertise.
Example: Our ZX5000 hyper-hydraulic computer systems are equipped with a dynamic adjustment response to touch pads that detect laser movement.
Does that even make sense?
Remedy: Oftentimes, your target market isn’t familiar with the industry jargon, and when your web copy is full of it, you will lose your target audience quickly. Remember, the key isn’t to impress them with fancy words. Your goal is to project an accurate brand message that your prospects can clearly connect with and understand.
4. Constantly spotlighting your process, motto, credo, or philosophy.
Example: We believe in the power of small businesses. We aim to lead the way in business consulting. We strive to build better companies, one business at a time…
Remedy: Your target audience is more interested in how your company is going to fulfill their need with a valuable product / service. Your beliefs and philosophy should be woven into your brand message. You don’t need to shout your philosophy to the world on your web pages.
5. Talking at your audience and not to them.
Example: My coaching services are perfect for you because they are creative, unique, and unlike anything out there.
Remedy: Speak on the same level with your target audience. When you engage with them through web copy that projects a clear brand message, one that targets their struggles and pains, your audience will feel more connected with your brand.
When you talk at your audience, telling them that your company’s products / services are the solution to their problem, they won’t feel a strong connection. Instead, they’ll feel distanced and alienated from your company.