Customer-Centric Language Checker

The ratio of you-to-we is a crude but revealing measure of whose story a page is telling. Copy dominated by we, our, and the company name is describing the business; copy using you is describing the reader's situation. Both have a place, but the default drift is heavily toward the first, because the people writing it are immersed in the company and its internal narrative feels like the natural subject.

The failure is most visible on About and product pages, which routinely open with founding history and mission statements. Readers arrive at those pages with a specific question — can this help me, and can I trust it — and company chronology answers neither. The same facts reframed around what they mean for the reader usually work: not "founded in 2019 by three engineers" but what that background lets the product do that alternatives cannot.

The target is not maximising the word you, though. Copy that says you in every sentence becomes cloying and slightly accusatory, and swapping pronouns without changing the underlying content produces sentences that are still about the company but grammatically disguised. The genuine test is whether each paragraph tells the reader something about their own situation. If it only tells them something about yours, the pronoun is not the problem.