If your website content has a “We” problem, it’s hurting your SEO. If your website says “We” so many times, Google starts wondering who “We” is!
Take a look at your website and count how many sentences begin with “We.”
- “We offer…”
- “We specialize in…”
- “We have been serving…”
- “We can help…”
There’s nothing grammatically wrong with using we, our, or us on a business website.
In fact, those words can make your content sound friendly and conversational.
However, when nearly every paragraph talks about “we” instead of mentioning your actual business, services, expertise, and location, you are missing valuable opportunities for SEO.
Use Your Business Name Instead of “We” So Much
When small business owners provide me with copy for their websites, “we” tends to take over.
- “We do this…”
- “We sell that…”
- “We are local…”
While it feels natural and collaborative to speak as a team, it’s not helping your human visitors.
First, it makes your content about you instead of your client.
Second, you’re missing out on valuable SEO.
Search Engines Don’t Know Who “We” Is
Search engines like Google need to understand who you are, what you do, and where you do it.
When Google crawls a page packed with vague pronouns like we, our, and us, it misses critical contextual signals.
Instead of using vague pronouns, add your business name and local keywords to your content.
Your actual business name, specific service keywords, and location names help Google and AI tools index your pages accurately for local search and AI-driven results.
- Vague: “We provide web design to local business.”
- SEO-Optimized: “Abuzz Creative provides professional web design services for business owners in Northern Michigan.”
Make Your Content About the Customer
Your website visitors aren’t asking, “What does this company do for themselves?”
They are asking:
- “Can this business help me or solve my problem?”
A site dominated by “we” sounds like a resume. Shifting your copy from first-person (“we”) to second-person (“you”) shifts your message to being the client’s needs while building trust and driving engagement.
Overused “We” Focus
- We offer website design.
Customer-Centric Alternative
- You get a custom, high-performing website that brings new customers.
Overused “We” Focus
- We have over 25 years of experience.
Customer-Centric Alternative
- Your business benefits from more than 25 years of proven web design expertise.
However, fixing the pronoun balance on your website does not mean you have to delete every single “we.”
It’s about balance and clarity.
- Anchor your brand name by using your business name at the beginning of key sentences.
- Add your business name to headings (H1-H6) and call-to-action sections.
- Use “you” or “your” to address your visitor’s pain points or desired outcomes.
Making your copy more clear also gives search engines the details they need to rank your business better, and higher.
Tell Google Who You Are
Google and AI tools don’t read your website the way a person does.
They are trying to understand your business name, the products and services you provide, and where your business is located.
Your content needs to give search engines useful information to help rank you better on Google or be cited in AI search results..
Remember, the goal is balance and clarity for humans and for search engines.
Good SEO content shouldn’t sound like it was written for a search engine.
It should sound natural, helpful, specific, and human.
You don’t need to eliminate the word “we.” You simply need to stop relying on it so heavily.
So, go ahead and say “we.” Just make sure Google knows exactly who “we” is.
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