What’s in it for me? Focus your Website Content

by Matt Rowan

Look around the web at company website content, and there is a common theme in the writing:  We are this, We do this, We are different, when what really needs to be said is what is in it for them, Or more importantly from the audience point of view – What’s in it for Me? 

Writing your website copy can be hard, and after spending time working out what to write, many companies get their message confused. Sometimes the content is simply muddled, and the wrong way round, and one technique to gain back focus it to remind yourself – What’s in it for them? to regain this focus, I like to promote to customers and clients when they are writing for the audience is to use this WIIFM technique.

People aren't interested in you

As Dale Carnegie said: People aren’t interested in you, they are interested in themselves .

WIIFM – What’s in it for me.

This simple technique makes it easy to understand and to re-write your content for avoiding the ‘all about me’ syndrome. What’s in it for me is a powerful Copywriting technique to refocus your website content, shifting the focus on your audience. This simple but effective technique re-frames your content and puts you in the mindset of your audience, and is a simple way to analyse and evaluate everything you write. Let’s compare two pieces of copy after applying What’s in it for me technique.

At Green Iguana Design, we are dedicated to providing high quality and affordable graphic design. We have a long history of delivering effective project solutions to clients worldwide.
We service a wide range of business sectors and we pride ourselves on our innovative approach to design and unparalleled commitment to customer service.

Compare this to

At Green Iguana Design you can rely on our talented team to build you a high-quality design that perfectly fits your style and budget. When you work with us, you’ll join hundreds of happy customers from all over the world. Whatever business you are in, let us show you our innovative approach to design. And when it comes to customer service, you won’t find a more committed team.

So what’s different?

  • Compelling content
  • Friendly and relaxed tone
  • The focus is changed and is on you as the reader
  • It focuses on the benefits and how it applies to you
  • By switching the focus it is more engaging
  • Use less ‘WE‘ words
  • More ‘YOU‘ language

Lets see some Examples


Hubspot website is all about their audience


Hubspot is a perfect example – check out their homepage –  www.hubspot.com

  • Count the YOU words in this opening introduction of their homepage.
  • There are no WE words here, it is all about the benefits to the customer
  • They identify their problems, and where they can make a difference

Keap is all about you

Keap is another example – check out their homepage –  www.keap.com

  • Keap position themselves with the client.
  • By focussing on solving a problem
  • Have a simple friendly approach
  • The You and Your words are prevalent

How to re-focus your message

How to write more customer focussed copy by using more ‘your’ language? We all make this mistake in our sales copy. Shift the focus away from you as a company and move on to what your audience’s goals are. Focus on speaking directly and tell the reader what your product can do for them. You will then be putting yourself in a good position to speak directly to your audience.

  • Notice the word ‘WE’ in all the content.
  • Identify what their problem is and how you can solve it.
  • People can visualise what is in it for them.
  • It’s not all about your company, but about your customer, and where they fit in.
  • Where do I fit in? is what everyone is thinking when they read your website.

WIIFM – What is in it for me? Put yourself in your audience place, and ask yourself:

  • What can I get out of this? even on a subconscious level.
  • What can this products/Service do for me on a personal level?
  • Reframe all your content to what your customer wants rather than what you want.

Use is to apply to anything you write again and your content will be more interesting to your audience, because it puts you in the shoes of your audience, to appeal to their needs, wants and challenges. Try it on your next piece of writing.

Further Reading about WIIFM – What’s in it for Me Technique in Copywriting

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