Use you-focused language to make your homepage stand out

You want your homepage to speak to your visitor and reflect their pains, problems, and current situation.

When it comes to copywriting for your homepage, it’s to your benefit to talk about the reader. They’re stumbling onto your website confused and looking for help with a problem.

You don’t want your homepage to drone on and on about you, and all that’s going to get you is an instant click of the back button.

Why is that?

Because nobody landing on your homepage cares about your company. People landing on your homepage only care about themselves. So your homepage messaging has to get down to what they want.

Tip #2: Read through your homepage, look for places you talk about yourself

As you read through your homepage, look for language that looks like this:

I am..
I have…
We are..
We help…
Our work..

Those are all examples of “I”-focused language. I-focused language is where you’re talking about yourself instead of talking about your visitors.

Instead, you want to use you-focused language. You-focused language is copy that talks to your readers about who they are and what they’re looking for.

That means talking directly to your prospect in the second person. You don’t want to be in the first person; you don’t want to be in the third person; you want to be in the second person.

So, your homework for today is to make these changes to your homepage.

  • Look at your homepage.
  • Note spots where you’re using first-person I-focused language.
  • Update your wording so that you’re leading with second-person “you” language.
  • Publish those changes for your homepage.

Boom. You just upgraded your homepage.



p.s., Looking for actionable ‘fix this now, fix this later’ marketing advice on your homepage and the rest of your site? You’re looking for a Website Teardown: