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Your site is not there for you

Here’s something to remember when you write a web page – and certainly when you design your next website: the site is there for your prospects and customers, not for you.

Obvious, right? Well, you wouldn’t know it from most business sites. Instead of every sentence being there to offer value to the visitor, a huge proportion of most sites is given over to me-me-me stuff.

Here’s a test: does that page you’ve just written say: “the product we supply has these features” or does it say “you can get this benefit from our product”?

Are you telling them what you think they ought to think, or are you answering the questions they’re likely to have? As a bonus, this approach is actually the key to great SEO too. They search for the answers to their questions. Your site needs to give the answers.