Your words · Messaging
Your page talks about you, not your customers
People care about their own problem. If every line starts with 'we', they have to work out what it means for them.
- Applies to
- every page
- Typical severity
- medium
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Hero and section intros are written mostly from the company's side (we, our, us, the company name) with little "you" or customer situation.
What good looks like
The main copy speaks to the visitor and their situation more than it describes the company.
How to fix it
Rewrite key lines from the customer's side, e.g. 'We provide boiler servicing' becomes 'Keep your boiler safe and running'.
Based on
- Writing-for-the-web research
- Public-sector design and content standards
Related checks
Your wordsYour page lists features, not what customers getPeople pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.Your wordsYour page doesn't say why someone should pick youIf your page could belong to any competitor, people have no reason to choose you over the next search result.Your wordsBuzzwords make your claims harder to believeWords like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.
Does your site pass this check?
AgoraScan checks this and the rest of the checklist on your pages, with screenshots of anything it finds. The first scan is free.