It’s hard listening to someone boast. Not only does boasting lack credibility, it’s downright boring.
Yet so many websites are full of, “We are the undisputed worldwide leader in [whatever]. Since 1996, we have…”
Blah, blah, blah… Nobody wants to read this stuff.
Here’s an exercise: Literally count how many times “we” appears on your home page. If it appears more than a couple of times, you have a problem. Ideally, it won’t appear at all.
As a potential customer, my only concerns are:
Show that you understand your customers’ pain points and can offer solutions.
Subtlety helps. Show off your professionalism by implication, i.e. by doing everything right:
Indicate your expertise not by talking about it, but by demonstrating it:
Do this, and your website will be much more persuasive. Yes it’s a lot of work. But then again, actually doing something is always more difficult than just talking about it.
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