When you write web copy you want to tell people all about what you do. It’s really important that they understand what you can deliver or they won’t buy what you are offering – right?

Wrong! Nobody is interested in what you do – they’re only interested in what they get. If you review what you’ve written in the past and count the number of time you’ve written ‘we’, ‘our’, ‘us’ or your company name, then compare it to the number of times you’ve written ‘you’ and ‘your’ in the same piece of web copy – you may get a surprise.

However, this doesn’t mean you can’t tell people what they get – simply that you need to think about how you do it. If you can present your web copy in terms of what that does for them, you’ll still get your message across – in terms that the potential customer wants to read.