It’s not all about you. Yes, that’s right. Your content should not focus on you; it should focus on your customer. If your home page reads like an “About Us” page, you have some work to do. 

Your content should include more “you” and less “I” and “we.” 

In his article, “It’s the Customer, Stupid,” Bryan Eisenberg explains, 

Are you talking about all the wonderful ways your visitors can benefit from your products or services, or are you talking about all the great features of your products, services, or company? In other words, are you speaking the language of “you,” or are you caught up in the language of “we”? As our friend Roy Williams asks, “Are you wewe-ing all over yourself?”

Realize that the words you use and how you use them are telling your visitors where your focus is. Want them to stick around and eventually take the action you want? Talk about them, their needs, their wants, and how they can get those needs and wants satisfied. Use customer-focused language. Otherwise, they’re going to feel like you’re the self-centered guest at the party. You may not be, but they only have your words to judge you by.

After noticing this common problem on websites, his company developed a calculator to measure a website’s customer focus, called the WeWe Monitor. Try it out and find out your score.

To interpret your score, Bryan suggests,

If you do want a rough guideline, there seems to be a clear difference between sites with CFRs of 60 percent and higher, and sites with CFRs below 60 percent. If your site scores 35 percent, you can be sure that you have room to improve. But remember the example above: You could score 67 percent (or more) yet still have room to improve. Again, it’s a guideline.