website content

Do things get awkward when people visit your website? Time to make a switch in tone or voice. Just act casual, and write your website content. Your look, text, and message should resonate with your audience.

Who are you talking to, anyway? Writing in a casual conversational manner is crucial to the success of your website content. Take steps to identify your audience — see what they’re looking at, get rid of anxiety triggers, tap into the right POV, and most importantly, stop faking it!

Identify your people and how they talk to you

Who are these people you so desperately want to reach? Take the time to get to know them — even on a personal level. Otherwise, you may be making it difficult for members of your audience to engage you in a conversation.

You talk to your boss completely differently than you would talk to your best friend.

Many businesses take a formal approach to communicating with an audience, which may place these people at a distance. People aren’t interacting with you one-on-one, because for some reason, you’re talking to them from above. You aren’t even in the same room. Aim to reach a position where your website content inspires meaningful dialogue. Start by putting yourself at the customer’s level.

Install Hotjar to see what everyone’s looking at

So you’re getting death stares and glares from the other side of the computer screen? It’s difficult to tell what people really think. One way to find out what people think about you in no time is by installing the website plugin Hotjar.

Hotjar is a great tool to create an effective sales funnel with content.

This app includes a heat map to show you where website visitors click and pages they browse. The Hotjar plugin also records a video of a person’s visit, and helps you adjust the writing on your pages so that meaningful connections are made with content. Knowing where your visitors click helps you adjust your website content for maximum impact and to drive more online conversions.

Get rid of things that give you anxiety

There are things about your website that probably make you cringe. You know exactly what I’m talking about. There’s something about your page that drives you absolutely crazy. Now is the time to change it.

If you’re constantly thinking about it, then no doubt others have also noticed.

The human brain is a calculating machine that has a knack for “pattern recognition.” This means people are naturally gifted at recognizing subtle breaks in alignment and little things that just seem “out of place,” because it’s hardwired into our brains! Although you might not be able to put your finger on it, people can usually tell when something’s wrong with your page.

Be aware of different points of view

As a marketer, you can take a few different approaches to content. First decide which point of view (POV) would be the most effective way to deliver the message. Writing in second-person point of view or “you” or “your” is often recommended. But some say there’s a trick to this.

To create a conversation, you need both “I” and “you.”

Many marketers (or writers for that matter) diss first-person point of view or refuse to use “I” or “my,” and also “us” and “we.” But in reality, dialogue between two people is at a balance between you’s and I’s. Therefore, some marketers suggest that you incorporate lots of “you’s” that are less often accompanied by “I,” “us,” “our,” or “we” in order to complete the dialogue. If you look close on top brand websites, they almost always find a way to converse with you (instead of at you) in this way.

Stop faking it and provide real value

In real life situations, people will often laugh at you for saying something stupid. There is no magical difference between the average person’s perspective about communicating in everyday conversation as opposed to online. In fact, people are much more quick to call out nonsense over the internet.

People can totally tell when you are faking it.

If your website offers no real value to customers, people are going to notice. And you are going to notice, because no one will be visiting or browsing around your pages. Adding real value to your customer through genuine, original, and authentically useful website content (or content that helps answer questions, solves an immediate problem, or educates customers) is one of the most effective strategies to reach an audience online.

For this reason, one of my favorite quotes regarding content marketing is this:

Content Marketing
“Make your marketing so useful people would pay you for it.” – Jay Baer (Photo by Revital via Shutterstock)

How do you go about creating content that’s casual and speaks to your audience? Please leave a comment, and share with your network.


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