Tip No 7 - Write as if only one person reads your site
- Using the web is a personal experience. Your website might reach thousands of people, but each of them interacts with it as an individual. This means you are really writing for an audience of one.
- Think of the words on your website as a substitute for talking to someone face to face or over the telephone. It's like having a one-sided conversation with a person you cannot see.
- This tip can also help you overcome "writer's block". If you are trying to write and your mind goes blank, imagine that you are talking to someone. Write down what you would say. It's a great way to get started, although of course you will need to tidy it up later.
Tip No 8 - use "you", "us" and "we"
- Following on from the tip above, you will connect better with your reader if you use "you", "us" and "we" instead of a formal, corporate style.If you were explaining your services to a potential customer, you would say what "we" could do for "you". Because your website replaces that conversation, it should use those words too.
As another example, compare these two statements
- 1) This company welcomes enquiries from interested job seekers.
- 2) If you would like to work for us, please send us your details.
Notice how the second version is much friendlier.
Tip No 9 - Write in the active voice
- As you might remember from primary school, when you use a "subject - verb - object" sentence structure you are writing in the active voice. The subject performs the action (the verb) on the object.
- The active voice creates sentences that are shorter, snappier and livelier.
- The alternative, the passive voice, generally results in sentences that are more cumbersome.
Although there are uses for the passive voice, the active voice is usually preferable
Consider these examples
- Your order will be shipped by us within 24 hours. (passive voice)
- We will ship your order within 24 hours. (active voice)
- Our products are only installed by qualified technicians. (passive voice)
- Only qualified technicians install our products. (active voice)
Master the art of the active voice and see your web content become stronger and more direct.
Clue Design provides professional advice about planning and writing effective website content. Contact us now to find out how we can help you. info@cluedesign.com.au
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