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Everything You Need to Know About Point of View in Website Copy

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aerial view of road that separates two forests, one green and one yellow

Wouldn’t it be super awesome if Morgan Freeman could narrate our lives?

“She sat there. Staring at a blinking cursor until her eyes went blurry. Would she ever complete this website content project?”

I know you read that using his voice. Don’t deny it. 😉

On a more serious note, here’s a question for you: When your audience visits your website, who’s narrating your website copy for them? Me? Or You? Or Them?

What we’re talking about is point of view, and it matters when it comes to writing your content.

What Is Point of View?

Point of view (POV) refers to who’s telling (or narrating) a story.

If you think about your website copy as a story, who’s telling it? That is your company’s point of view.

Point of view comes in three different flavors, kind of like Neapolitan ice cream (yum!):

  • First person: In this POV, the character (you) is telling the story. You would use “I,” “me,” or “we” in first person.
  • Second person: In second person, you’re writing directly to your reader. You’ll use “you,” “your,” and “yours” in this person.
  • Third person: Here, you have an external narrator (such as Morgan Freeman) telling the story. You would use words such as “he,” “she,” “it,” or “they” in this POV.

What Point of View Should You Use in Your Website Copy?

So, which POV should you use in your website copy? There are two things you’ll need to consider: how you’ll talk about your company and how you’ll talk about your audience.

Your Company

Will you speak about your company as if you’re one and the same? Will you have a direct conversation with your audience? If so, you should use first person singular (I, me, my) or plural (we, us, our).

If you wish to stand above your company, narrating what is happening between it and your audience, you should use third person (it, they, the company).

The one you choose will depend on your unique personality. For example, if you wish to stay informal and friendly, first person is probably best. If you wish to remain impartial, third person might be the better choice.

Your Audience

Will you include your audience in the conversation? If so, you’ll want to choose second person (you, your). You can also choose third person (he, she, it, they), which may allow you to write broader copy as you move forward.

What’s the CCS Way?

Here at CCS, we believe the vast majority of businesses should always use first person to speak about their company and second person to speak about their audience. After all, to truly connect with your audience, you need to write directly to them from your own POV. Trust us on this one. It’s a tried-and-true method.

What Point of View Will You Choose?

Whether you’re a brand-new company working on your branding or a successful company looking for a website copy refresh, you need to use a consistent POV throughout your content. If you’re struggling with which POV to choose for your business, send us a message. We’re happy to help!

Erin Larson