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Tap Into the Power of “You” in Your Website’s Copy [Infographic]

Posted on 12.05.2013

:: By JC Cavanaugh, ::

Have you ever noticed when visiting a website you don't feel connected to it? You may feel like you are being sold to as opposed to being offered a solution to your problem. Your customers feel this way too.

In a society that is all about "me" and "my" instant gratification, "you", as a Web entrepreneur, need to craft copy with care. Too many websites forget to speak to the customer from a point of view that makes it all about them. Your website is all about your customer isn't it?

Do you remember Burger King’s tagline, "Have it your way"? It works. It’s memorable, it’s about YOU.

My least favorite website of all at least nails their copy. Wix has a powerful headline that simply says, "It's time you get your own website."

"Your domain. Your style. Your way."

How insanely powerful do you feel after reading this copy? Don't you feel like their website will give you everything you need? I did!

Tapping into the power of you in your sales copy is one of the most underutilized tools in your arsenal for driving business. Tone, voice, and point of view are some of the biggest issues I see causing sites to lose thousands of customers and thousands of dollars to the competition. There is hope. Begin by simply improving your copy. Be more customer-focused and increase your conversions. A more connected customer is more likely to engage with you and your business. Let’s explore headline options for a real estate business looking to buy homes from those in financial distress:

Are you looking to sell your home as soon as you can?

I used "you" and "your" three times and it strongly speaks to the customer. How tempting would it have been to say:

We can sell a home faster than anyone!

Not only did I tap into the power of "you" in this copy, but I also asked a question to engage the customer and build some “yes momentum.” 

JC Cavanaugh is passionate when it comes to viewing customers websites. He has created several websites since 2006 and has been mentored himself by some of the leaders in the online marketing world and enjoys sharing this knowledge. He is the founder of, which is a professional website critiquing service. JC can be reached at

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