When I was in my late teens, I fancied a girl I worked with—let’s call her Cassandra*.

Cassandra was beautiful, stylish, and had this magnetic energy. We’d hang out regularly…coffee dates, ice cream runs, long chats after work.

But no matter how much time we spent together, I was permanently stuck in the friend zone. She always went for the players and bad boys and eventually, we drifted apart.

Years later, I ran into her again. We grabbed a coffee and caught up. But as I sat there sipping my flat white, something clicked: she only talked about herself.

Her job, her ex, her friends, her dramas. Not once did she ask a question or show any interest in my life. It was all about her.

I finished my drink, made a polite excuse, and left wondering why I’d spent so much energy chasing someone who was so self absorbed.

When I hunt around online for various products and services, I often see similar behaviour from businesses on their websites.…

They talk all about themselves:

“We are the best in town…”

“We’ve been serving happy customers for 10 years…”

“We pride ourselves on…”

And they completely ignore the person that actually matters – you.

People don’t land on your website to learn your life story. They’re there because they have a problem, and they want to know:

Can you solve my problem?

How will you help me?

Do you understand my world?

Will this make my life easier, better, faster, or less stressful?

If your site only talks about you, you risk sounding like Cassandra: self-absorbed, unaware, and a little tone-deaf.

Let’s make this practical. Here’s how to shift your website copy from me-focused to customer-focused:

Instead of this:
“We have over 15 years of experience delivering high-quality results to clients across the country.”

Say this:
“Our 15 years of experience means you’ll get the results you need to grow your business and take it to new heights.”

Instead of this:
“Our team is passionate about plumbing, maintenance, and delivering good value.”

Say this:
“You get a plumber who shows up on time, fixes the problem right the first time, and leaves your home clean and stress-free.”

People don’t come to your website to learn about your business—they come to see what your business can do for them.

Good copy mirrors their world, speaks to their problems, and makes them feel seen. Because when you make your website about them, they’re much more likely to stick around (and convert).

*not Cassandra