Grab More Customers

One of the biggest mistakes I see on company websites is what I call The “We’re So Special” Factor.

You’ve seen it: copy that talks (or brags) about the company itself . . .

“We do X better than anyone, and we do Y and Z faster than anyone.”
(With no details, of course.)

“We’ve been in business longer than dirt.”

“We’ve received the Golden Doodad Award from this company and the Bronze Doohickey Award from that company.”

Grrr. It makes me want to click to their contact page and post just five words . . .

“Your prospects really don’t care.”

People who visit your site are tuned into WII-FM, or What’s In It For Me. All they want to know is whether you can solve their problem or relieve their pain – and if so, how you’ll do it better, faster, or cheaper than your competitors. That’s it.

They want a reason to buy.
Give it to them. Straight.

And put the “We’re So Special” crap on your About page, if you must keep it.