I don't want to know about you
When I arrive on your website I don't want to know what you do. I'm not interested in who you are and I certainly don't want to be told how long you've been in business or what you're selling.

If I've landed on your website as the result of a search I'm looking for something - I want information about something, or I want to know if you can solve my problem. The first thing I want to know is 'have I come to the right place?'

This means that you need to know what people are likely to be looking for when they are searching for the service or products you deliver. Then you need to make sure that the headline and the copy on your home page tells them what they want to know so NOT:

We're the fastest delivery company in Utopia

but

If you want a fast delivery call us

It's a subtle difference and one which very few companies understand. The secret is the difference between the word 'we' and the word 'you'. If you keep talking about yourself (we, us, our) you won't engage with me. I want to know what I get so talk about me!

There may be little difference in meaning between 'We can give you ... ' and 'You'll get ...', but it makes me feel different. Don't tell your website visitor what you want them to know, tell them what they want to read.

At first it seems difficult, but with a little practice you'll soon get the hang of it!