No matter how wonderful your product is, if your website is poorly written, it isn’t going to sell.
Although there are endless options for what you might be writing a website about, a few simple tips can improve any writing, no matter the topic. By following these straightforward dos and don’ts of website writing, you’ll be able to improve the quality of your communication. The key is to draw your audience into a conversation, while still maintaining a professional tone. It’s easier than you might think!
Adjectives, or description words, are a valuable addition to any form of written communication. However, they can be dangerous. By overusing adjectives, you could be achieving two writing nightmares: losing your credibility and boring your audience.
If you use too many positive adjectives to describe your product or service, your audience may begin to wonder why you are trying so hard to persuade them. If your audience feels as though you are trying to convince them of something, they will begin to question its truthfulness. Furthermore, using a list of adjectives when one would do is unprofessional. Coming off as unprofessional or too casual will also cause your audience to question the quality of your product.
The second problem with too many adjectives is that they are often unnecessarily repetitive, and can distract from your intended message .Let me give you an example. The words “great, quick, and easy” could be just as accurately communicated with one single word: efficient. There are many instances where low quality adjectives could be replaced by high quality adjectives, improving your professional tone while keeping your message short and sweet. A thesaurus is a valuable tool, which can be used to avoid low quality adjectives such as “good” or “great”. Use meaningful adjectives in moderation to drastically improve your website writing.
Formatting, such as bold and italics, can be a great way to draw attention to the most important parts of your message. This allows your readers to skim the webpage and extract the most important parts before reading the entirety. However, it is important to know how to properly format your text. Using too much bold or italics can come across as unprofessional. So when should you format?
When to Use Italics
Italics should be used sparingly to inflect emphasis on particular words. When used thoughtfully, italics can make your words seem more like an oral conversation than a piece of writing. This is because the added emphasis makes the message more expressive – it will be read in a less monotone way. The easiest way to decide whether or not to use italics is to read your writing out loud, and to italicize the words which you emphasize the most.
For example, “Our product really will change your life.”
This can add a personal flair to the writing. An audience will respond more positively if they feel as though they are receiving a personal message straight from the writer.
When to Use Bold
In addition to bolding the headings, bolding certain words can be an effective way to draw attention to your message. However, you need to be careful not to overuse this type of formatting. Too much bolding can come across as overly intense, and insincere. A good rule of thumb is to never bold more than 3 phrases in one paragraph, and to never bold an entire sentence. Pick out the words that you want your readers to remember – the words you want to be most strongly associated with your product.
For example, “Our company was voted #1 in customer satisfaction.”
A simple way to hook your audience is to begin with a question. Often times online writing can come across as one-way and mechanical. By asking questions, it is as if you are inviting your reader into a conversation. Asking leading questions shows that you understand your audience, and that you’re willing to meet them half way. For example, you could phrase your question in a way that wonders if they’ve ever experienced a certain problem that your product can fix. Asking questions such as “So when should you format?” and then immediately providing the answer in the next paragraph is a good way to make your audience feel as though you are letting them in on a valuable secret. Using a question at the end of your page is also a great way to keep your audience thinking about your message.
Control your use of adjectives, formatting, and questions. The most important thing to keep in mind when writing your website, is to maintain a professional tone while also making your reader feel as though they are part of a conversation. By emphasizing certain words, and encouraging them to “participate” in the conversation with the use of questions, you’ll be able to hook your audience, and convince them of your sincerity in no time.
These tried and true website writing tips are easy to follow, and very effective. So what are you waiting for? Give it a try on your site.