And that question is: What’s in it for me?

That’s what visitors to your web site want to know. They want to know why they should care about your product, why they should consider using your services. Yes, it’s all about them.

Yet I see a lot of web sites with content that proclaims We’re wonderful! Maybe you are wonderful, but your visitors care more about themselves.  To turn those readers into clients, let advertising your wonderfulness come secondary to answering their question.

Here are some ways to let them know what’s in it for them:

• Talk to them. Increase your use of You and our clients.  Reduce your use of I and we. Consider the difference between: “We provide expert financial planning” and “You need sound financial planning…” Explain and educate. Draw them in. Speak about their need of your product before touting your ability to provide it.

• Trim that bio. Your potential client is interested in how many years experience you have as a financial services adviser. But that you were class treasurer back in high school? Nope. You are not writing your memoirs here. Your bio page is a sales tool; craft it so that it provides reasons to hire you. You can emphasize your professional credentials in a businesslike bio. You can emphasize your personal approachability with a fun or quirky bio.  But include info relevant to the customer. Let brevity rule.

• Limit the superlatives. If you have a professional practice—as a dentist, a restaurateur, a landscape architect, whatever—you are not an amateur. You needn’t tell people you are a professional, an expert, the best, or highly anything. Instead, tell them why your expertise matters to them. Tell them you are a dentist who understands their nervousness, or their TMJ. Tell them how your restaurant offers them a fun Friday night for all the family.

Tell your readers what’s in it for them. They’ll decide you’re wonderful.