Should I Use ‘I’ or ‘We’ in My Website Copy?

Should I use ‘I’ or ‘We’ in my website copy? As a website copywriter, I get asked this question by my clients all the time – especially by solopreneurs/sole traders.

It’s a dilemma I also faced at the start of my business. When I first created my business website, I sprinkled ‘We’ throughout my website copy. Why? As a new business owner, I lacked the confidence to have my business all about me and my expertise. Instead, I wanted to hide behind the safety of ‘We’ instead of using ‘I.’ I also felt at the time that using ‘We’ made my business sound more professional.

But the more I worked with my clients, the more my confidence grew as a service provider, and the more ‘We’ didn’t fit my business anymore. So, less than a year into my business, I updated my website copy to include ‘I’ instead of ‘We,’ and I stepped out into the light.

Even though I use the word ‘I,’ my website copy isn’t all about me. It’s about helping my clients. I’m happy to show that an experienced team of one is running my business. And any potential clients know they get to work with the same person from the start to the finish of their project.

That was my decision. Now let’s discuss why YOU might use ‘I’ vs. ‘We’ in your website copy.

Should I Use ‘I’ or ‘We’ in My Website Copy?

There are many reasons to use ‘I’ or ‘We’ in your website content. There’s no right or wrong answer – it’s your personal preference. And your decision is not set in concrete. Like me, you can start with one choice and change to another later as your business changes and grows (and you change and grow).

But if you need to decide between ‘I’ and ‘We’ now, it’s time to do some thinking. First, consider where you are in your business journey and where you’d like to be in six months to a year. Are you planning on expanding your business in the next six months and bringing on new team members? Do you plan on being the face behind your business and marketing your business through personal social media posts, events, workshops, or face-to-face networking? Look at your business goals and marketing plan; one choice might be a better fit.

When to Use ‘I’ in Website Copy

Use ‘I’ in sentences on your website when:

• You want your point-of-difference to be that YOU are the face of your business, giving clients personalised advice and care one-on-one.
• Your business brand is YOU. For example, you’re a business coach and want your clients to know who they’ll be working with. You plan to have photos of yourself all over your website.
• Your personality, expertise, experience, etc., all play a big part in selling your services.
• You want your audience to know they’re only working with you and not a big, faceless business. Plus, you don’t want to mislead anyone into thinking you have a whole team working for you.
• You’re a solopreneur or sole trader and are happy to embrace that fact by using ‘I’ in your copy.

When to Use ‘We’ in Website Copy

Use ‘We’ in sentences on your website when:

• You don’t want potential clients to know you’re a business of one at first glance.
• You think using ‘We’ makes your business sound more professional and inspires more confidence in your potential clients than using ‘I’.
• You’re an introvert who doesn’t want the focus to be on you by using ‘I’ statements.
• You run a professional services business that is in a ‘serious’ industry (such as a legal or financial business) and using ‘I’ doesn’t suit your brand’s tone of voice.
• You want to give the impression that there’s more than one person in your business or that your business is more significant than it is. Perhaps because you’re competing against bigger service providers.
• You have plans to expand in the next six months and hire employees, so ‘We’ will soon become relevant. Using ‘We’ from the start might be best, so you don’t need to update your website again too soon.

What About Using My Business Name Instead of ‘I’ or ‘We’?

Using your business name instead of ‘We’ is an option seen on many business websites – usually for big companies. Instead of saying, ‘We’re here to help,’ you’d write, ‘[Your business name] is here to help.‘ While it’s another option to consider, it can come across as impersonal if used too much throughout your website copy. I suggest using it sparingly if you decide to take this approach.

How Often Should I use ‘I’ or ‘We’ on my Website?

If you’re still struggling with the ‘I’ vs. ‘We’ dilemma, there’s a way around it. You can avoid using I’ or ‘We’ too much in your copy by making your website content all about your audience. Because your website is not really about you, it’s about your ideal client. So, the word you should use the most when talking to your ideal audience is ‘You.’

Talk directly to your client and customers by using ‘You.’ Address their pain points, offer solutions, and you’ll find yourself naturally cutting down on ‘I’ or ‘We.’

Do you need help writing or refreshing your website copy? Get in touch today to find out how I can help or check out my website copywriting services.