Conversion Copywriting Mistake: Why ‘We’ Statements Are Costing You Sales (Fix it in 1 Step)

“We care about our customers.”
“We provide high-quality service.”
“We’re proud to offer…”

You’ve seen it. Maybe you’ve written it. The classic “we” statement that shows up on websites, brochures, and sales emails like clockwork. But here’s the problem:

Those “we” statements might be costing you sales.

In the world of conversion copywriting, it’s not about what you offer—it’s about what your audience experiences.

Think of it this way: you turned your sprinkler system on for the first time this year and found that it is now flooding your neighbor’s landscaping.  So you pull up your browser in search of a way to repair your irrigation so your landscaping looks inviting and you don’t get sued by your neighbor. Do you care if they care about their customers?

The answer is actually yes and no.

If they can fix your sprinklers within a reasonable timeframe and at a reasonable cost, you’ll care, but not until then.

Why?

That’s pretty obvious. Your grandmother cares, but if she could repair a sprinkler system that is gushing water, she would have taught you to take care of the problem.

The problem, from a conversion copywriting perspective, is that when your message leads with “we,” you’re often asking the reader to step into your shoes. But they won’t. They’re too busy wondering what’s in it for them.

So, let’s explore why “we” statements backfire, how they undermine trust, and what to say instead if you want to keep visitors engaged and increase your conversions.

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Why “We” Statements Don’t Work in Conversion Copywriting

Think of your homepage as a conversation. Your prospect just landed there, likely with a question in mind. Something like:

• • “Can you help me?”

• • “Do you understand my problem?”

• • “Why should I stay here?”

If your response is, “We’ve been in business since 1993…”—you’ve answered the wrong question.

That’s a red flag in conversion copywriting. The best copy puts the reader at the center of the story. When you lead with “we,” you’re making your story the main focus. And unless your visitor already knows and loves you, they’re going to click away in search of someone who gets them.

In fact, eye-tracking studies and heatmaps consistently show that people scan for relevance first—not credentials.

For more insight into this behavior and how to improve first impressions, see The 5-Second Rule: Does Your Website Pass the First Impression Test?

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“We” Undermines Trust—Here’s Why

Psychologically, “we” statements often feel vague or self-serving. Readers aren’t looking for a mission statement; they’re looking for proof.

For example:

• • ❌ “We care about our customers.”

• • ✅ “Our average response time is under 30 minutes—even on weekends.”

Which one feels more believable?

In conversion copywriting, specificity creates credibility. Vague “we” claims can come off as empty fluff. But when you swap those for concrete, client-facing outcomes, you start speaking your customer’s language.

Want help finding and fixing credibility killers on your site? Try The Content Audit Checklist: 10 Quick Fixes for a More Effective Website

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What to Say Instead: The “You-First” Rewrite Formula

So what should you say instead of “we” statements? Use this simple shift:

Instead of starting with what you offer, start with what the customer wants—and then show how you help them get it.

Let’s take a few examples:

Original:
“We offer premium coaching services for executives.”

Rewrite:
“Feel stuck in your career? Our executive coaching helps leaders like you move forward with clarity and confidence.”

See the difference? The first sentence centers the business. The second centers the prospect and addresses an emotional pain point. That’s a key principle of conversion copywriting: tap into the emotional motivators behind the sale.

Still writing for you instead of your audience? You’re not alone. This is one of 3 Steps to Improve the Writing on Your Website.

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Apply This Rewrite Across Your Website

If your homepage, about page, and services page are full of “we” language, don’t panic. This doesn’t mean you can’t talk about yourself—just that you need to frame it in terms of value to the reader.

Here’s where to look:

1. Your Headline
Replace “We’re Here to Help” with something like:
“Finally—Website Help That Speaks Your Language”
Make the visitor feel seen.

2. Your Services Section
Replace:
“We specialize in digital marketing.”
With:
“Get more leads, better clients, and less stress—with smart digital marketing strategies that do the heavy lifting for you.”

3. Your About Page
Yes, this page is “about you,” but it should still serve the reader. Try this:

Before:
“We started this company to provide exceptional service.”

After:
“You deserve support that feels like a true partnership. That’s why we built our business around deep listening, fast answers, and follow-through you can count on.”

This rewrite strategy is a cornerstone of conversion copywriting because it repositions every detail to answer the reader’s silent question: Why does this matter to me?

Need help identifying more problem areas? Small Business Website Audit: 6 Essential Fixes to Prevent Costly Mistakes offers a practical starting point.

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What About “We Believe…”?

You might be wondering, “What if our values matter to our brand?” They do. But even then, center them around the impact those values have on the customer.

“We believe every client deserves honesty and respect” is better than “We’re an honest company”—but it’s still too generic. Try:

“Tired of being talked down to? We believe clear, respectful communication should be the rule—not the exception.”

Now you’re connecting your values to your reader’s pain point, which gives the belief emotional weight. That’s how conversion copywriting builds trust quickly—without a single testimonial.

If this sounds like part of a broader branding issue, Demystifying USP: How to Craft Your Unique Selling Proposition is a helpful next read.

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The Exception to the Rule: Social Proof

There is one place where “we” language can shine: when others say it for you.

For example, a testimonial like:
“They really understood our business and made us feel supported every step of the way.”

This type of “they” (a.k.a. “we” from the customer’s view) builds credibility in a way your own copy can’t. It’s why testimonials and case studies are pillars of effective conversion copywriting. So by all means—let your happy customers say all the “we” words they want.

Need help encouraging those five-star reviews? HubSpot’s guide to collecting customer testimonials offers smart, ethical ways to ask.

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Ready to Reframe Your Website?

Replacing “we” language doesn’t mean deleting your personality. It means translating what you offer into language your ideal client understands and wants to act on.

Here’s your quick action checklist:

• • Review each main page for “we” statements

• • Ask: “Can I make this about you (the reader) instead?”

• • Use emotional triggers: clarity, confidence, time, relief, simplicity

• • Replace abstract promises with outcomes and benefits

• • Use client quotes to say what you can’t credibly say yourself

Want to make sure your website is converting readers instead of confusing them? Your Website is a Salesperson: Is it Selling or Scaring Customers Away? will help you spot the difference.

Want Help Spotting “We” Language in Your Own Copy?

If you’re too close to your own content (aren’t we all?), consider getting an outside perspective. A website content audit could reveal not just a few “we” statements—but entire sections that could be pulling your results down. I offer a complimentary initial consultation via video; it’s worth a few minutes to determine if you can benefit. Most can.

Because once you start thinking like your reader instead of your writer?

That’s when everything changes.

Further Reading:

For more insights on effective conversion copywriting strategies, check out this comprehensive guide by Shopify: Top Conversion Copywriting Tips + Real-World Examples.