Stop Talking to Yourself and Talk to Your Customers

It happens all the time: founders and business owners pour hours into their website copy, only to realize later that it reads more like a pitch to investors than a message to potential customers.

It’s loaded with technical terms, company-focused language, and “revolutionary” claims, but it doesn’t reflect how real people actually think or talk.

The problem is simple: when your site talks like you, it doesn’t connect with them. Visitors don’t feel understood, and they leave before taking action.

Your landing page copy should make visitors think: “These people get me.” If it doesn’t, you’re not talking to your customer, you’re talking to yourself.

Speak Your Customer’s Language

Here’s a quick test:

Show your copy to three potential customers and ask: “Does this sound like it was written for you?”

If they hesitate, you already have your answer.

Most founders write like this:

“Our cutting-edge platform harnesses innovative technology to transform workflows...”

But customers think like this:

“I just want an easier way to onboard new hires.”

That difference is exactly why so many sites fail to convert: one speaks in company jargon, the other in customer needs.

Why This Matters

• Clearer communication builds instant trust.

• When customers see their words reflected back, they know you understand their pain points.

• Conversion rates climb when your copy addresses real needs instead of company jargon.