One of the biggest myths about website copy is that it should be about you - the business and/or owner. When in fact, the copy on your site should be all about your CUSTOMER. (Yes, even on your 'About' page).
It's one of the most common mistakes I see in people's DIY copy. Luckily, it's an easy thing to fix.
"Me-centric" language often manifests itself in the form of "I provide..." statements. Not to say you should never use this language (after all, I have a little bit of it on my own site), but it's always best to speak to the customer's need first and foremost.
What do I mean?
Instead of "We create floral arrangements that make a statement..." say "Beautiful floral arrangements that make a statement". With that subtle shift, you take the focus off yourself and place it on the customer and what's in it.
If you do this consistently, your customer will have a feeling that you GET them, and that they're in the right place to have their need fulfilled.
Once you shift your thinking from talking about yourself to talking to your customer, it becomes easy to spot the "me-centric" language and flip it.
Try it - and let me know if you're running into roadblocks in the comments below - I'm happy to help!
Janet Nielsen is a communicator with a passion for helping small businesses succeed.