When prospective clients look at your website, very few of them will be thinking: “I want to know what this person does.”
Rather, they will be asking: “How can this person help me / help my business?”
That’s because they want to know ‘what’s in it for me’ – or WIIFM as the acronym goes. So, the rule here is: don’t talk about yourself.
Take a look at the pages on your website and count now many times you say ‘I’, and ‘my’. Then count how many times you say ‘you’ and ‘your’.
Instead of saying “I do this, I do that, I…” you need to talk TO your reader.
Engage their interest
For example, on my website, I don’t say: “My writing is clear, concise and convincing.” I say: “Are you looking for someone whose writing is clear, concise and convincing?” It’s a matter of turning the sentence around to address the reader this and engaging their interest.
Also, I say: “I am a London-based copywriter who can help raise the impact of your marketing communications.”
The first bit is there to say who I am for SEO purposes but the bit my prospects really want to know is the second bit, where I say how I can benefit their business. That’s the ‘what’s in it for me’ statement.
Turn ‘I’ and ‘my’ into ‘you’ and ‘your’
Spend some time looking at your web copy and work out how you could turn the ‘I’ and ‘me’ statements into ‘you’ and ‘your’ WIIFM benefits.