Learn how to distinguish "WE-focused" writing (content that talks about your business) versus "YOU-focused" writing (content that speaks to the reader and his/her needs). Next, take a simple test to see how your article or website page fares! Remember, to build traffic to your website, content is king. Developing high-quality content is key for traffic-building strategies such as publishing articles, posting blog entries, and adding fresh content to your website to entice visitors (and search engines) to return again and again.

Watch out for WE-focused writing

A colleague asked me to give her feedback on an article she wrote for a health organization. It was well written, the headline hummed the main theme, and, like a chorus, her theme resonated throughout. Applause!

But a hiccup prevented this article from singing. In fact, it had a "we-zing" cold. The article focused on the organization, not the reader. In the first six paragraphs, the words we and ours appeared 18 times, while you and yours appeared only nine times.

Don't rely on readers to connect the dots

Content that is WE-focused forces the reader to connect the dots: "Here's what this business says it offers; now I need to determine if that meets my needs." That may not seem too difficult, but guess what? Most readers don't have time to connect the dots, which means most readers won't get your key message and won't act on your call-to-action.

Is your writing WE-focused or YOU-focused? Take this simple test to find out

1. Print an article or other piece that you wrote for your target audience. The "About Us" page on your website is a great sample for this test.

2. Circle the words we and ours in red, count them, and write down the number.

3. Circle the words you and yours in blue, count them, and write down the number.

How did you do? Ideally, you'll have twice as many you's and yours as the words we and ours. If you had more we's and ours, your message is "we-zing." Here's the remedy: Rework sentences to shift the focus to the reader.

When you put the focus on your readers, they'll instantly grasp the benefits without puzzling out "how does this relate to me?" Your writing will sing a clear, compelling tune about the value your business offers and the benefits readers receive.