Please don't 'we' on your website. It's a trust-masher. And it's unnecessary.…

I can fully appreciate the appeal of sprinkling ‘we’s all over your website.

You want to sound big, credible, reliable. There’s strength in numbers, depth in a team, and a hint of success in the pronoun ‘we’.

But before you dash off an About page talking about ‘our passion’ and ‘our values’ and what ‘we aim to deliver’, I’m going to ask you a few questions.

#1 If your prospect would rather be working with a team of people, and is comforted by the term ‘we’, how good a match are you for each other?

#2 How long into the sales (or delivery) process will it be before your client realizes that ‘we’ meant you and your cat? And what will that do to the trust you have worked so hard to establish?

#3 How will you add that important personal, behind the scenes content that helps your prospect get to know you better AND, at the same time, carefully conceal that you are the only name on the team sheet?

#4 When you add your credibility factors to your About and sales pages, your qualifications, and experience, won’t it become apparent that this is all about one person - you.

#5 Photos are an easy way to build a connection with your audience. Won’t your prospect wonder where the rest of the team are, when confronted with a selection of images of you all by your ownself?

With the right content marketing strategy, you can attract a steady stream of your ideal client without having to pretend or be salesy.

But before you can start nurturing a relationship with your audience, before you can turn strangers into paying clients, you need to get one, extremely important idea clear in your mind:

Got that?

Good.


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About page template website for small business owners

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