The way you communicate online plays a pivotal role in connecting with your audience. The language you use is a crucial element that can significantly impact your engagement and the understanding of who you are as a business, why you do what you do, and, most importantly, whether you’re the one a prospect might want to do business with. This is especially true when it comes to your website copy. You’re constantly writing new social media content so of course you’re looking at the language you’re using. Especially if you use AI to support your writing. But when did you last update your website copy? A better question may even be when did you last read the copy that’s on your website? For many, this hasn’t happened since their first ever website went live!

If those two questions have left you thinking ‘Uh-oh’ and shifting uncomfortably in your chair, I suggest you add this task to your to-do list right now. As you review your website copy, there are a few strategies you can implement to improve the language on your website and enhance overall communication, some of which you can apply as you go. (Assuming you have access to make these kinds of updates!)

Know Your Audience – Who are you communicating with?

ICP, Avatar, Persona, whatever you call them – make sure you understand who it is you’re targeting. That’s the first step in improving your website copy. What are their preferences, interests, behaviours, and level of expertise? Tailor your language to resonate with your audience by using the language they use. Not the jargon you use. This will all help you to create a connection and make you and your brand more relatable. If you’re thinking, ‘Ok Christina, but how do I know what their preferences are?’ Take a look at your website analytics to see where you currently get the most engagement. Your social media interactions can also provide valuable insights into your audience’s preferences. Also think about how inbound enquiries communicate with you – what language is being used in the emails you receive and the conversations you have!

Focus on clarity – Keep it Concise

In theory, each webpage should have a minimum of 300 words of website copy to help Google (other search engines are available) understand what the page is about. This is a guideline and not a hard rule. Clarity is paramount in website language, and less is more!

Users of your website will more likely scan over your website copy rather than read it from beginning to end, so make it easy for them to quickly grasp the purpose of your content. Do not overcomplicate it! Avoid industry jargon and technical language unless you’re confident your audience is using these terms themselves. Shorter sentences and paragraphs will improve readability and understanding by breaking down complex information into easy-to-digest chunks. Use headings, bullet points, and visuals to enhance the overall structure and clarity of your website copy.

Write with an Active Voice

Want your content to be more engaging? Use Active voice! It will also enhance the clarity of the points you are raising. To explain, the passive voice is when something is acted upon; the active voice highlights who’s carrying out the action. For example, “Our team write compelling website copy” (Active) is more direct and engaging than “Compelling website copy is written by our team.” (Passive)

Be Consistent in language and tone

Consistency in language and tone across your online presence creates a cohesive brand identity. Your brand guidelines should ideally include tone, language style, and specific terms to be used. Using consistent language helps you build trust and reinforces your brand’s personality. This is where using AI to write your copy can be an issue, as what is produced often isn’t aligned with your brand voice. If you’re using a copywriter, make sure you communicate how the copy needs to sound!

How accessible is your website copy?

Can you be understood by a diverse audience? Think about those with varying levels of literacy, as well as individuals with disabilities, who come to your website. Use clear, simple language, add alt text for images, and ensure your website is navigable with screen readers.

Does your website copy tell a Story?

Stories sell! Engage your audience by incorporating storytelling into your website copy and overall content. Stories create connection and make information more memorable. Share success stories, case studies, or anecdotes that resonate with your audience. Storytelling adds a human touch to your website, making it more personal and creating a deeper emotional connection with your visitors.

Please remember to keep checking!

Improving your website copy is a continuous process that requires attention to detail and a commitment to effective communication. It’s something that should be diarised and looked at, not just written and forgotten about. By understanding your audience and their evolving needs, prioritising clarity and engagement, maintaining consistency, and incorporating storytelling, you can create a compelling online presence that resonates with your prospects.

Language is a powerful tool, and using it strategically will not only enhance the overall user experience on your website, it’ll also take your brand to new heights!