The Big Mistake I See Industry Leaders Make

Not gonna' name names, but one mistake I see industry leaders make on their websites again and again is having a long list of accomplishments in the third person.

Here's an example:

“So-and-so is the world's leader in the leadership field. He’s generated over 7 figures through coaching and online courses. He got the Leadership Award from the International Leaders Association. So-and-so was named Leading Something Or Another by Oprah. His bestselling books, Being A Leader, Leader Ship, Online Coach, and Shameless Self Promotion, were #1 on Amazon and the New York Times. He has millions of fans on Facebook. His Youtube channel has millions of views. So-and-so's podcast, the So-and-so Show, is the #1 business podcast on iTunes. He's also spoken on stages with the Secretary General of the UN, the Pope, and Tony Robbins!”

Now, what's wrong with this? Accomplishments can help you establish authority and credibility, right? No doubt... I didn’t write this post to tell you to stop sharing how awesome you are!

But there are a few reasons sharing your accomplishments THIS way can do more harm than good.

🔥 #1 You don’t tell visitors why they should care about all of the accomplishments you listed… AKA what’s in it for them. That’s what they’re there to find out on your website.

🔥 #2 There are too many options for visitors to consider. Should I like you on Facebook? Should I buy your book? Should I subscribe to your podcast? Should I look into your courses? What should I do first? Keep it simple and make sure each page only has a few options at most.

🔥 #3 It’s written in the impersonal third person, even though it’s for a personal brand, so it isn’t conversational. The most effective copy, just like the most effective communication, speaks directly to the person reading it.

🔥 #4 There’s no larger story tying all these accomplishments together, so you’re probably losing your visitors’ interest before they’re done reading this section.

🔥 #5 If you’re doing nothing but talking about how amazing you are for a big part of your website, it can come off like bragging - even if it’s purposefully written in the third person so that you don’t come off like a total narcissist.

Now, So-and-so has built an empire online and their business is probably #goals for many folks in the online space.

But there’s no doubt their website could be MUCH more effective.

And for anyone else who’s not at that level and thinks this is what they should be doing on their website (yeah, YOU! I see you 👀)? Likely a HUGE mistake holding them back from reaching and serving more paying clients.

Need help with your website? I’m currently running a promotion for audits since Hispanic Heritage month begins Friday, September 15th.

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