Are you guilty of ‘me me me’ messaging on your website? In my experience, most professional services and corporate websites are.
They lead with credentials, talk at length about the business, and use phrases like we pride ourselves on…
But remember: your clients don’t care about your firm anywhere near as much as they care about their own problems (see here why addressing client pain points is critical!)
So how do you know if your website is client-focused or you-focused? Here’s how to tell - and what to do about it.
- 5 easy signs your copy is focused on you - not your client
- Examples of client-focused copy
- A quick test you can try on your own site
- Why client-first messaging is critical
- What to do if your copy needs a rethink
Learn how to spot self-centred messaging on your site - and how to shift your copy to focus on what really matters: your clients.
5 Signs Your Website Copy Isn’t Client-Focused
1. You Talk About Yourself Too Much
If your website is full of “We are…” or “Our firm…” and never shifts focus, it’s definitely too you. Clients don’t want to read a CV. They don’t care about your background or your team until they know that you can help them. Your copy must speak to their needs and goals.
2. You Don’t Show the Outcome
Stating what you do is only half the job.
❌ “We provide accounting services.”
✅ “We provide accounting services to help small businesses improve cash flow and reduce tax stress.”
Your website copy should always answer four things:
Who you are
What you do
Who you do it for
What outcome you deliver
3. You Use Jargon or Generic Claims
Phrases like “proactive, end-to-end legal support” are so common - but they say absolutely nothing, and no-one speaks like this! Use clear, specific language your clients actually use and understand.
4. You Don’t Mention the Client’s Problem
Clients are looking for help with a specific issue - a contract, a risk, a deadline. If your copy doesn’t reflect their problem, they won’t believe you can solve it.
5. Your Call to Action Is Vague
Your CTA should make the next step feel easy and worthwhile.
❌ “Contact us for more information.”
✅ “Let’s take the stress out of tax time. Book a discovery call today.”
How Can I Tell if My Website Copy is Client-Focused?
Try this quick, simple, and very easy test to see if you’re ‘you-focused’ or ‘client-focused’. Just read the first few lines of your homepage (or any key page) and ask:
Does it talk about what you do - or how you help?
Is the focus on your credentials or your client’s situation?
Could a potential client immediately think: “That’s me. That’s my issue.”
Do you explain the outcome or benefit of working with you - not just the service?
If your copy mostly talks about your firm, your experience, and your services but doesn’t clearly show the value or result to the client, it’s time for a rethink.
Why Does Client-Focused Website Copy Matter? What it’s Really Costing You
When your copy is all about you, you’re missing a massive opportunity to connect and matter in the minds of your clients. You’ll end up with:
Leads that bounce because they can’t see themselves in your copy
Lost trust because you come across as cold, generic, or irrelevant
Low conversions because visitors aren’t guided to take the next step.
Most businesses I speak to never realise their firm-focused copy is the problem. They assume they need better SEO or more traffic - when what they really need is better messaging.
What Client-Focused Website Copy Looks Like: Some Examples
Client-focused doesn’t mean casual or unprofessional. It just means your copy puts the reader first. Compare the difference below - which one makes you feel seen, understood, and supported?
| You-Focused Copy | Client-Focused Copy |
|---|---|
| Our team handles complex commercial contracts. | Stop worrying about contract risks – we make sure your interests and business are protected, in plain English. |
| We provide comprehensive tax advice to businesses. | Reduce your tax burden, keep your profit, and understand your obligations – we make tax easy. |
| We specialise in risk management for insurance firms. | Claims risks rising? We'll reduce your exposure and protect your bottom line. |
So…Is It Time For a Rewrite?
Your copy should make clients say:
“This is exactly what I need.”
If it’s not doing that, it’s time to rewrite it - with your clients in mind.
Client-focused website copy: Quick FAQs
Still not sure what client-focused really means - or why it matters?
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Client-focused website copy speaks directly to your client’s needs, their problems and how you solve them, using language they relate to and the outcomes they care about.
For example, instead of saying “We offer legal services,” a law firm targeting SMEs would say: “We help small businesses avoid legal risks and stay compliant -so you can focus on growth.” -
Client-focused website copy builds trust. It positions you in your client’s mind as the best people to help. It shows you understand their world and their issues. If your copy doesn’t address your client’s challenges, they’ll quickly look elsewhere for someone who does.
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Absolutely. I work with firms like yours to turn you-heavy website messaging into clear, client-winning copy.
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