It Will Make You Go Blind
In order to advise a client on their web site SEO, one of my first steps is more intuitive than scientific – I take a look at the site and determine how the average visitor will react, and whether or not it will work as a sales vehicle.
Beyond amateur design, lack of keywords, poor navigation, and all those basics, quite often I encounter “textual masturbation” on the first page, and it usually continues throughout the site.
WHAT IS THAT? You may ask (or shout in this case). Simple, really. It’s content that strokes the site owner’s ego – I’m so special, look what I can do, it’s all about me.
One of the biggest keywords people overlook is the word “you.” A web site that works is not about me, it’s about you. Your visitor couldn’t care less about you and how great you are, other than how all your awesomeness will help them get what they want. That’s it in a nutshell.
Go take a look at your content. Pull out every we, me, and I that you can, and start rewriting your sentences with you and your. You’ll be amazed at the response…your visitors will stay longer, read more pages on your site, and your conversation rate will increase.
Hey Kay,
I was your post title and chuckled, not thinking that the post was actually about “that”, until I read it and saw that it was. I agree that some websites focus too much on the company and not on the customer, but I think that problem applies to all forms of marketing. But then that’s just my opinion, and as I look at my comment I see that I put “I” a lot. Oh oh… so what do “you” think?
~ Steve, the trade show guru
Trade Show Gurus last blog post..Trade Show Booth Display Design Secrets
@Steve – lol I just couldn’t resist the title, and YOU made me laugh! Comments are supposed to be about what YOU think, so your use of I was okay. But web sites that go on and on about how great THEY are drive ME crazy!
As an online marketer I usually do the same thing to my clients. I check out their website first and see if it got what it takes to “catch” peoples attention. When building a site, most people tend to forget the customer and most web designers focus too much on design that they complicate things.
@business cards – exactly right! Web sites should respond to what the visitor is looking for. If they don’t the vistor just moves on…there are usually a lot of web sites to choose from in any given space.
*I* do not even have a completed website yet so this type of advice is great for *ME*
I’ve enjoyed reading your posts. I don’t think i have let a post go by without visiting your site. Keep it up!
@Patrick Ramsey – I’m glad you enjoy my posts! I think I’m starting to loosen up a bit, ahem!
For the first I write an article, my teacher told me to avoid using we or us but he recommeded to use you and you. Ya.. because we want to talk with our audience using our article and “you” means that we are appreciate their visit to our blog
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@windows registry cleaner – that’s right, and people are searching the web looking for information that will help them.
Interesting name chose. Haha. I never really thought of this before as an actual SEO step even though I frequently have to fix this occurrence.
Real estate agents tend to make a pretty bad habit of this. They often promote their services as me, me, me, when they should be shouting you, you, you.
We just published a video and it is all about what our area and we have to offer YOU.
Ryan Martins last blog post..Real Estate Bellingham Washington
@Ryan – exactly what I’m talking about!
And yet the most authoritative and well responded to articles are from the first person perspective, are they not?
Example: You want to guest post a “how to get traffic” article on my site. Fine, but be original, tell of a tactic that YOU have used and worked for YOU.
Dennis Edells last blog post..Business Mentors, Advisers & Coaches
@Dennis – there’s a difference between articles and a sales site. Even then, though, wouldn’t it go over better for the suggested site if I use what I learned to tell YOU how YOU can get traffic?
website should be all about customers and not for the company . you need to tell the relationship to your customers how you are good for them. you don’t need to boast about your qualities if they are not good for your customers
Poor me and lucky YOU. I never consider that i have to be focused on YOU. So a title of a song should be changed “It’s all about YOU and not about ME.”
@Diva – My bad, I missed the sales site reference; all I have so far are blogs, so that’s where my head is. lol
“wouldn’t it go over better for the suggested site if I use what I learned to tell YOU how YOU can get traffic?”
My point in a nutshell. I’d like to know if it’s something you’ve tried or if it’s just rehashed from something else you read elsewhere.
Dennis Edells last blog post..Business Mentors, Advisers & Coaches
Great post! People tend to do that to approve their postings. Whats happening to our world. I think its called a**-kissing SEO style. Doing business is what on their mind.
Very funny. I think we can take your post out of the SEO realm and apply it to more things in life. I’m convinced we’d solve a lot more problems if we had a little more you and a lot less I in the world.
Ds Fly Rods and Reelss last blog post..Tie-Fast Knot Tyer
I love the post title! The article was even better. Too many seo’s get too obsessed with chasing rankings. They forget about actually creating a website that converts well. Putting yourself in the shoes of your customer is a must. We are rewriting the content for one of our websites right now and we’ve definitely been trying to switch the focus to the customer’s benefits.
I know it sounds strange but i’ve never even thought about it like that – i’m going to go back through my website and check. I’m also going to remove all the jargon and over the top ’sales’ speak that i think just puts people off!
Thanks alot!
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Real estate agents tend to make a pretty bad habit of this. They often promote their services as me, me, me, when they should be shouting you, you, you.
website should be all about customers and not for the company . you need to tell the relationship to your customers how you are good for them. you don’t need to boast about your qualities if they are not good for your customers
I use a lot of my clients questions and work them in the site. Most people are going to ask the same thing or want to get ideas. I do it with a lot of photos and few things about me.
On a blog you can do a little more things that you may like to do in your City. Its letting them know more about the lifestyles of the locals.
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@Hey Dennis – REHASHED?? Dude!
Really, I deal with this frequently with new clients. It frustrates the heck out of me, and that’s where this post came from.
Of course the “you” I used was speaking generally.
Dennis Edells last blog post..100 Marketers Give 100 Strategies – Recommended!
Yeah, that’s better to speak to visitors and not only boast of your site (company, service) advantages, but all the content should be well written and have sense
Hopefully i can get rid of the guide dogs now. YOU are great.
Hi, good post. I have been thinking about this topic,so thanks for posting. I’ll definitely be coming back to your site.
Yes, “YOU” is important, but “me” is OK as far as you write your articles “from me to you”. According to my experience you get in return more interest in what you write and also more comments.
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That is why I always favour Clean and Clutter less designs
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Agree that visitors and readers are more attracted to blog post or articles that are able to help them.Unless, it’s personal blog.I believe it would better to include the me and I word for personal blogs right?
If you not focused on the customer you wont get far. give the people what they want, not what you want them to have!
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what a nice title.. textual masturbation.. ya i agree it will make blind. and difficult to see the right direction
Another thing why visitor’s will stay on a website is how it looks and how easy it is to navigate.
Great post. Great businesses consistently are really centered around the idea of being of service to others, rather than being of service to themselves. Hence great web pages use the “you” perspective.
Good customers love that stuff.
The article was good Web sites should respond to what the visitor is looking for …
Thanks alot!