Your site : Self-centered copy

Problem: Focusing on you, your company, your product – Count the number of times your company name and the words "we", "us", "our", etc. appear on each page vs. the number of times your company uses words focusing on the customer.

Solution: Write your text around your user and what they have to gain from selecting you as a vendor. Avoid copy that revolves around you!

Examples – Here are two different text snippets from two different sites for the exact same product:

1. "The [Company name] skincare collections follow the same purposeful mission as all their products. Boasting clinical tests that showed a 34% reduction in the appearance of dark spots and 54% improvement in skin clarity, the [Product Name] regimen is the latest collection from [Company name]."
   Note there are 4 words revolving around the company/product and zero words focusing on the client.
2. "Keeping your skin clear and luminous is tricky in a world washed in harmful UV rays. And sun exposure isn't your only challenge. Everyday factors like hormones, acne, and stress take their toll on your skin's tone, too."
   Note this text has 3 words revolving around the customer and zero revolving around the company/product. The product name is mentioned once in the entirety of the second article – in the third paragraph.

The first approach has an impersonal tone that makes you feel like the product is being forced on you, while the second approach feels like the company is trying to help you and reach out to you on a personal level. Customers are likely to shy away from the "hard" sales approach.