Having starting this copywriting business in early 2019, we’ve seen hundreds of websites with poor copy. And though there are myriad mistakes you could make, the biggest one that we see is when the business owner puts their own wants/needs above their clients’.

It makes sense: a business is an important thing in your life, and if a business owner DIYs their website copy, they’ll likely fall into the trap of talking about themselves and their business.

But your business isn’t for you. It’s for your customers. So the mark of a truly great website is one that addresses your customers’ wants and needs first.

How do you know if you have this problem on your website? The easiest way to tell is by scanning the copy. If there’s more mentions of you (I/me/we/us) than the client (you), you probably need to adjust your copy.

And, while you’re at it, make sure you’re articulating your value to your client.

Good sales strategy is all about showing your value. So make sure you tell your readers what they will get when they work with you. While features of your work can be important — things like your state-of-the-art speakers or 100 types of linens — your main focus should be articulating your value, or the benefits of working with you. Thinks like peace of mind, professionalism and experience, reliability, inclusivity, and other warm-and-fuzzy details.

Combine the two — address your clients’ needs first and show them the value that you bring to their life — and they’ll see that the price of working with you is totally worth it.