Take a look at your website. If the language is all "we", "us", and "our" it's time to flip it and take an audience-first approach.
Is your website all about YOU? (Or Your Audience?)
You obviously want people to know about your business or charity and what it does - these are key to the sort of brand marketing we advocate for raising awareness, establishing credibility, and earning trust.
So it's easy to see why you might make that the focus of your website.
However, that's not really what people are interested in.
Think about how they find your website in the first place. In the main, it's because:
they were looking for something, typed a search into Google, and your website showed up in the results pages; or
they saw one of your social media posts that aroused their interest, and decided to check out your website to learn more
Either way, they have a personal reason for visiting. And you'll find they'll linger for longer, and will be more likely to take an action of some sort if, when they arrive, they find language that addresses them directly
Make your website visitor-centric
Ideally, your website should be structured so that the different audiences you're appealing to can quickly find content that's relevant to them.
You want clear navigation that makes this super easy, so visitors don't have to waste any time digging around to find what they're looking for.
But then you need to make sure that the language used in your website copy speaks directly to these different audiences in a way that enables them to 'see themselves' in the pages of your website.
Here are some examples to highlight what we mean:
Charity focused
"Donate £2 a month so we can care for more abandoned dogs, keeping the safe and healthy while we find them their forever homes."
Donor focused
"Your £2 a month donation will help to care for a lonely, abandoned dog until it has a new forever home. It's a small amount, but your regular giving will make a big difference."
Business focused
"We provide a wide range of branded promotional items, from pens and pencils, to mugs and mouse mats. All at great prices and with free UK delivery."
Buyer focused
"Put your brand in the hands and minds of your customers with branded promotional gifts. Make sure it's you they remember when they need to make another purchase, and not your rivals."
See the difference?
By reframing the language on your website and making it all about your audiences, not you, you can make it resonate much more.
Why "you" in website copy matters: the psychology of personalisation
Reframing website copy to focus on "you" and "your" taps into a fundamental human need: to feel seen and understood.
Here's a breakdown of the psychology at play
Triggers a sense of importance
Using "you" and "your" creates a sense of individual importance. It shifts the focus from your business or charity ("we") to the visitor, making them feel like the centre of attention. This subtle change in emphasis can make a big difference in how they perceive your website and its offerings.
Increases relevance and connection
When people see themselves reflected in the language used, they perceive the content as more relevant to their needs. This creates a stronger connection and a sense of trust, as they feel the website understands their challenges and wants or needs.
Enhances engagement and motivation
By addressing the visitor directly, "you"-focused language encourages active reading and participation. It feels like a conversation rather than a one-sided presentation, increasing engagement and motivation to explore further.
Promotes a sense of ownership and agency
Using "your" in relation to potential benefits or solutions helps visitors imagine themselves experiencing those outcomes. This sense of ownership can be a powerful motivator, driving them to take the desired action.
While specific research on "you" versus "we" language on websites might be limited, the underlying psychological principles are well-established.
Studies consistently show that personalised marketing efforts lead to higher engagement, conversion rates, and customer satisfaction. This personalisation can take many forms, including using people's names, making recommendations based on their past behaviour, and tailoring messaging to their specific interests or needs.
Cognitive psychology research demonstrates that information related to oneself is processed more deeply and remembered better, it's literally the "me" in memory. Using "you" language taps into a phenomenon known as the Self-Referencing Effect, making your website's message more memorable and impactful.
Using an audience-first approach to your website copy: key takeaways
Reframing website copy to emphasise "you" and "your" isn't just a stylistic choice; it's a strategic approach rooted in psychology. By making visitors feel seen, understood, and addressed directly, your website can significantly enhance engagement, build trust, and drive desired actions.
Prioritise "you" language. Replace "we," "us," and "our" with "you" and "your" whenever possible. This simple change shifts the focus to the visitor, making them feel more valued and understood.
Segment your audience. Identify your key audience groups (e.g., donors, volunteers, beneficiaries if you're a charity, customer types if you're a business) and tailor your website copy to their specific needs and motivations. Use language that resonates with each group and addresses their unique concerns.
Emphasise benefits, not features. Instead of simply describing what your business or charity does, focus on how it benefits the visitor or how it involves them.
Make it personal. Use direct address and conversational language to create a sense of connection. Imagine you're speaking to the visitor face-to-face and tailor your tone accordingly.
Structure for easy navigation. Ensure your website is easy to navigate, with clear headings and calls to action. Visitors should be able to quickly find the information they need without getting lost or frustrated.
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