Take the “WE” out of your website
I hate to break it to you, but website visitors don't care much about you. They care about themselves, their problems and finding the solutions they need.
As a business owner, you know your customers needs and concerns are very critical to your business. Your online audience is the same way. If you want to convert more users, make them aware that you care about them first and foremost.
Websites today fail because they act as simple billboards with company information, talking about their “innovation” or how “results oriented” their team is. When you greet online visitors with a “we or our” statement, you are saying you care more about your success than theirs.
So what should you do? Start talking about what you will do for your customers and why working with your company is an advantage for them.
Don’t tell your audience you will save them “time and money.” Illustrate how you will do that and why it is beneficial for that reader to pay you for your service or product. Your website should be more about the people viewing the content than it should be about the company behind the site.