Having a website is useless if your words don’t connect with visitors. Stiff, corporate-sounding copy might showcase your services, but it rarely sparks engagement or builds relationships.
People want to hear from other humans, not robots. That’s why crafting website copy with personality and empathy is so important.
In this post, I’ll share tips I’ve learned for writing copy that resonates versus putting readers to sleep.
Start with the Right Mindset
First, toss out the formal lingo you find on most websites. Pretend you’re explaining your business to a friend rather than an anonymous reader. Use casual phrases and words you would actually use in everyday speech.
Don’t filter out personality in pursuit of “sounding professional.” Things like humor, cultural references, or expressing passion for what you do can actually attract people to your brand when done right.
Of course, you want to maintain a baseline of friendliness and appropriateness. But infusing some humanity into your words helps enormously.
Empathy Opens Doors
Beyond being approachable, you want your copy to demonstrate true understanding of your audience’s needs. Many websites miss the mark by focusing too much on what the company does rather than why the reader should care.
Rather than listing services or features, dig into the emotions and desires people experience that your offering addresses. Convey how you get customers and what success looks like for them.
For example, a credit counseling service could say “We negotiate with creditors to consolidate your debt into one monthly payment.” Or they could say “We know that feeling of drowning in multiple payments each month. Let us handle talks with your creditors so you can feel the relief of simplifying debt repayment.”
When you reveal true empathy and insight into customer perspectives, it builds an intuitive connection.
Stories Make Ideas Tangible
Speaking of connections, anecdotes and stories humanize your messages wonderfully. They allow readers to picture how your brand has helped people like themselves.
Share specific customer stories, personal experiences from company founders, epic origin stories…anything that tells a compelling narrative. This grounds your offerings in something tangible.
Just remember the details should highlight positives like overcoming obstacles, not just toot your own horn. Tell stories to inspire.
Trim the Fat
Now, resist the urge to overstuff pages by cramming in every possible keyword, talking point, and slice of data about your company. Keep sentences focused only on details that support your core messages.
Cutting unnecessary fluff makes your copy cleaner, more scannable for online readers, and gets rid of distracting clutter. Streamline what you present to drive key ideas home.
Choose Words With Intent
Be thoughtful about word choice. Certain terms click with readers while others fall flat or sound hollow. Consider connotations and emotional weight.
For example, “affordable” pricing sounds more appealing than “cheap.” And “calm confidence” conveys more trust than “cautious optimism” in an uncertain situation. Nuances matter.
Above all, aim for consistency in tone and voice. Avoid radically shifting between styles and personalities across pages. A steady voice helps form connections.
Revise and Refine
Treat writing as a craft and hone every word until they perfectly capture the spirit you want to share. Read passages aloud to smooth out awkward phrasing. Solicit edits from others.
Polishing your copy shows readers your brand is worth that extra effort. When the words ring true as helpful advice rather than a sales pitch, now you’ve got an audience that will stick around.
Does this help explain techniques for making website copy more down-to-earth and engaging? Let me know if you have any other questions!
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FAQs:
Q: My website sounds so corporate. How can I make it more down-to-earth?
A: Write like you’re explaining things to a friend over coffee! Use simple words, a conversational tone, and don’t be afraid to add some humor. A little personality goes a long way.
Q: Why should I care about making an emotional connection on my site?
A: People want to do business with other humans, not robots. When you show customers you truly get their needs, it builds real trust and rapport. Empathy matters.
Q: Do you have any tips for telling good stories?
A: Share specific anecdotes about real customers or personal experiences from your team. A compelling origin story also goes a long way. Make it authentic.
Q: How can I improve my copywriting skills?
A: Treat writing like a skill to constantly improve. Read your copy out loud, get feedback from others, and refine until the wording flows. It takes work, but it’s worth perfecting.
Q: Why cut the fluff from my copy?
A: Online readers skim and tune out extra details. Keep your copy super focused on key points so it’s easy to digest. Less is more when it comes to engagement.