Because "You" Is A Powerful Word

Using "you" more than "we" on your website is so powerful. It is simple way to make your content more client-focused, engaging, and help increase conversions.

Therefore, in this article we will have a quick look at why should switch from “we” to “you” and some examples to spark your own ideas. Key Takeaways

• "You" is more engaging and can drive more conversions

• There are several ways to use "you" more, through to your calls to action buttons

• Sometimes it is still okay to say "we" when you want to build trust

• Check your website to ensure "you" appears twice as much as "we"

  
  

Let’s Start With The Why

So why should you use the word “you” more than “we” on your website? Does it really matter?

• "You" speaks directly to the reader—it’s personal and engaging.

• "We" centres the message on your company, which can come off as self-focused.

• People visit websites to solve their own problems, not to hear all about you.

• It focuses on benefits: Shows what the user gets, not what you do.

• It increases conversions: Visitors are more likely to act when they feel understood.

How to Shift The Focus To “You”

1. Flip the Perspective

Instead of: We are a whole of market mortgage broker

Say:

You get access to the entire mortgage market—with expert guidance to find the best deal for you.

2. Focus on Benefits to the Reader

Instead of: We’ve built a powerful mortgage calculator.

Say:

Use our calculator and you’ll gain a quick idea of how much your mortgage might cost

3. Turn Features Into User-Centric Statements

Instead of:

We strive in offering nothing but the best service to all our clients

Say:

You deserve nothing but the best—and that’s exactly the service you’ll receive. \

4. Use Questions to Engage the Reader

Do you need a quick decision on your mortgage?

This makes the reader pause and think—perfect for engagement.

5. Use “You” in Calls to Action (CTAs)

Discover how you get on the property ladder.\

This makes the reader think about the ultimate prize - the home, not the mortgage

6. Use “You” in the summary of mortgages offered

Where are you on the house buying process?

First time buyer? Remortgaging? Upsizing? Downsizing? An experienced landlord? When It Is Okay To Say "We"

Use “We” when build trust, in places like:

• About pages

• When expressing values or commitments

• In team introductions or brand storytelling

Example:

We’re have a passionate team to help you get the mortgage you deserve

Now Check Your Ratio

• On your website, how many times you use “we” vs “you.”

• Press ctrl+f and type in “we” then “you” and see that the count is.

• Aim for at least a 2:1 ratio in favor of "you."