Website copy: writing about your customer instead of yourself

Most small business websites talk mainly about the business: "We are a team of passionate professionals with over 20 years of experience..." It's natural. You know your business best and you're proud of it. But visitors arrive with their own problem, and they're scanning for one thing: can you help me?

Writing about the customer instead of yourself is the single most useful change most websites can make to their copy.

Why it matters

Visitors don't read web pages word by word. Nielsen Norman Group's long-running research found that most people scan, picking out words and phrases that match what they came for. If the first things they see are about your history and values, they don't find what they're scanning for.

Writing about the customer isn't about hiding who you are. It's about putting things in the order a visitor needs them: first "is this for me?", then "can they help?", then "why them?", and finally "who are they?".

Five techniques

1. Start with their situation

Open with the problem or goal your customer has, in terms they'd recognize.

Before: "Smith & Co. has provided accounting services since 2004."
After: "Tax season shouldn't take over your spring. We handle your books and returns so you can get back to running your business."

2. Turn features into benefits

A feature is what you do or have. A benefit is what the customer gets. For each feature, ask "so what?" until you reach something the customer cares about.

Feature	So what?	Benefit
24/7 monitoring	We spot problems at any hour	Your site stays up while you sleep
Same-day appointments	You don't wait	Get your pain treated today, not next week
Locally owned	We're nearby	We can be on site within the hour

Keep the feature too. People need both: the benefit to care, the feature to believe.

3. Use your customers' words

Read reviews, enquiry emails and notes from calls. Customers rarely say "comprehensive digital solutions". They say "I need a website that actually brings in bookings." Use their language in headings and copy. It also helps people find you in search, since those are the words they type.

4. Count "we" and "you"

Pick a key page and count how often you say "we", "our" and your company name, compared to "you" and "your". If "we" wins by a lot, rewrite. You don't need to remove "we" entirely; just make sure each "we" sentence connects to what it means for the reader.

Before: "We use the latest equipment and techniques."
After: "You'll get a faster, more comfortable treatment, thanks to up-to-date equipment."

5. Be specific and show proof

Vague claims ("high quality", "excellent service") are easy to ignore because everyone makes them. Specifics are believable.

Name the types of customers you serve.
Describe your process step by step.
Say how long things take.
Explain how pricing works, even if you don't list prices. See writing pricing pages.
Show real reviews and examples, with permission.

Page by page

Homepage. Who you help, what you help them achieve, and the next step, all near the top. See writing a great homepage and hero copy.

Service pages. One page per main service, each starting with the customer's situation, then what you do, how it works, proof, common questions and a clear call to action. See writing service pages.

About page. This is where your story belongs, but connect it to the customer: why your background means better results for them. See writing a great About page.

Contact page. Tell people what happens after they get in touch and how quickly you'll respond.

Write in a voice people trust

Plain words. "Use" not "utilize". "Help" not "facilitate".
Short sentences and paragraphs. Especially on mobile.
Active voice. "We'll call you within a day" rather than "You will be contacted".
Consistent tone. Define it once and use it everywhere. The brand voice worksheet helps.
No hype you can't back up. "Best in town" invites doubt.

See writing for the web for more.

A quick self-check

Read each key page as a first-time visitor and ask:

Within a few seconds, can I tell what this business does and whether it's for me?
Does the first paragraph talk about my situation or theirs?
Is every claim specific enough to believe?
Is there proof: reviews, examples, numbers they can stand behind?
Do I know what to do next?
Would a customer use these words?

Then follow the process in editing your own copy before publishing.

Common mistakes

Opening with company history, mission statements or "welcome to our website".
A wall of services with no explanation of who each is for.
Industry jargon your customers don't use.
Stock phrases that every competitor uses too.
Writing for search engines first and people second. Google's own guidance is to create helpful, people-first content.

Frequently asked questions

Isn't it important to show our experience?

Yes, as proof. Put it where it supports a claim about the customer: "With 15 years of restaurant clients, we know your busy season and plan around it." Experience on its own is just a number.

Should I hire a copywriter?

If writing isn't your strength, a good copywriter can help a lot. You'll still need to supply the knowledge: who your customers are, what they ask, and what makes you different. Working through positioning first makes any writer's job easier.