Usability Consultancy, Website Reviews, Website Optimisation

How to get people to buy what you are offering to sell via your website.

It's very important that your writing style reflects not only yourself, but the type of customer you expect to be reading your website, so I'd certainly recommend that all of your web copy is written in an informal style and a style that reflects your target audience's personalities.

How do you know your target audience's personalities?

It is all part of developing your websites overall style, strategy, the layout, the keywords, the linking structure. Understanding, who your target market is, understanding what type of person would typically be searching for and reading about the product or service that you are offering.

 

For example, if you are selling car parts. There is a good chance that your target market is a mechanic. Typical personality of a mechanic would be fairly outgoing, playful, fun, perhaps a little bit stressful sometimes - but typically average intelligence and  average high school qualifications, but very clever with his hands and technically minded. But not the sort of person who wants to be reading reams and reams of jargon. Most likely, he's sat there with a dirty keyboard and is looking up information or pricing for can a car part and he simply wants the answers.

 

Therefore, the personality that you write as is now obvious to you. Once you've analysed who it is you're writing for, what type of person that typically would be - are they in a hurry? Are they the type of person who want details? Or would you need to deliver just the facts? Very likely you'll need to just give them the facts, give them the price and show them where to order it.

 

So that you've established your writing style, how playful can it be? How intellectual should you make it?
Personally I would always stick with short sentences, straight to the point, make it a little bit fun and make it easy to read.

 

We've all read books in the past where it becomes draining. It becomes difficult to really get into the text. Compared to whenever you have read a book or a short report that flows really quickly from one issue to the next - one sentence flows to the next and each paragraph flows nicely to the next.

 

When the writing style is easy to follow you don't mind reading because it just flows nicely, and its answering all of your questions. Write with that kind of style in mind, and you are less likely to lose your reader's interest. You're more likely to quickly give them the answers they were looking for. You're not going to make it difficult for them to understand it and the reader will not have to rush and grab a dictionary to understand some of the wording that you used and - utlimately, there's good chance that you'll get the order.

Summary of SEO Writing Style:

• Consider who you are writing for.
• Consider the reader's personality.
• Consider how rushed the reader might be.
• Keep it easy to read and flowing.
• Don't get too technical unless absolutely necessary.
• Use phrases that your reader will relate to and understand.