The Ego Website


Sat on a train on way my home from London yesterday, I was doing what all good writers do – ear-wigging other people’s conversations.

There was one conversation in particular that I just couldn’t help but tune into. There were a couple of stereotypical city suits sat together having a bit of an ego battle. They spent two and a half hours (typical trains as the journey should only have taken one and a half hours) trying to out do each other.

If one had had two pints at lunch time the other had had four; if one had closed a six figure deal the other had closed one that was closer to seven…

This went on and on.

What does all this have to do with websites?

I have already blogged about the importance of using the word “you” in your website copywriting. It is the one word that allows you to connect directly with your reader. And, after all, that is what your website should be about – making a connection.

Sole trader websites and I

At times within your copy, you will need to talk about your business, but how you do that is crucial.

Even if you are a sole trader, when referring to your business use ‘we’ or ‘our’. This has the effect of making your company sound bigger than it is. It generates an image of experience, expertise and stability.

I came across a website the other day that was promoting a one man band. He was a photographer and used the word “I” repeatedly throughout his website copy.

The effect was an Ego Website. That sounds a bit harsh but effectively that’s exactly how it came across:

“I do…”

“I do…”

“My portfolio…”

“I will…”

The mistake he made was that he never addressed what he would do for his clients. The entire site was stating how marvellous he was (and I’m sure he was an excellent photographer). But his readers want to know what he will do for them, what makes him different? There was no attempt to build rapport with them.

You can still make your site personal even when it is written in the third person. You can create a connection between you and your reader which will grow into a trusting relationship.

If you fill your website with “I” it will come across as though you have an ego the size of your website – probably larger.

Website copywriting is absolutely crucial. At the end of the day people visiting your website will only want to know what you are going to do for them. Ignore that and you’ll be waving goodbye to loads of business and sending it to your competitors who understand what their clients want.

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#1 Toni Hunter on 09.17.09 at 11:23 am

A great post, thanks.
A simple piece of advice that we can all understand and implement.

#2 Dean at Pro Copy Tips on 09.23.09 at 3:51 am

It’s not just websites. You see this sort of self-fixation with letters, ads, brochures, and all sorts of marketing.

This often happens when a business creates its own site or promotional material and focuses so hard on trying to define who they are, they fail to think about how people will read the copy.

Don’t complain, though. If anyone could write good copy that connects with readers, we writers would be out of business.

#3 admin on 09.23.09 at 7:44 am

Hi Dean,

🙂 Thanks for your comments.


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