This little piggy cried "Wee! Wee! Wee!" all the way home..."

That's great for a nursery rhyme, but your website content needs to be taken way more seriously.

As a business owner, I know you want to read your website content and feel it's written really well and tells everyone all about you.

How many years of experience you have, how 'We help...' and how 'We deliver...' and plenty of other sentences starting with 'We'.

However, this approach to writing your website content is focused on the wrong person. You.

Let's take an example close to home - my own website value statement:

"Get more sales and enquiries through our unique SHINE Method, which blends emotion and logic to light up your authority and trust through bespoke web design, content, and marketing"

Now let's rephrase it how many businesses do and see if you can spot the focus difference:

"We created out unique SHINE Method that blends emotion and logic to raise light up the authority and trust of our clients through bespoke web design, content, and marketing, to get them more sales and enquiries"

Subtle, isn't it!

However, whilst they are saying the same thing, which one is focused on the reader, and which one is showing off about us?

Which one will resonate more with our ideal client when they read it: The one all about us, or the one written to speak directly to them when they read it?

This type of problem with copywriting is down to one of two things - you're either writing it yourself as the business owner, so you write it how you want to read it, or you have a copywriter who is out of touch with how to speak to your ideal client effectively.

This isn't even a cost issue, where you would imagine the higher-ticket website designers and agencies are getting it right.

Daily, I see websites released from both large and small design and marketing agencies which miss the mark for their approach to copywriting.

It makes me wonder why they are still putting this type of wording out there, when you'd think they would know better, and understand that things have moved on, that understanding how to write to an audience effectively is crucial and a key focus.

Next time you are looking at what web design or marketing agency to work with, take a look at their own website and those in their portfolio (and PS, if they have no portfolio, ask for examples!).

If they are releasing websites full of 'We' and 'Welcome to', step back and consider if the investment being asked for is with someone who is going to do the same for your website, leaving it more like a nursery rhyme than a conversion-focused sales machine.