Rules? What Rules?
Okay, so telling you there were 3 rules was a little disingenuous but that was the whole point. If you’re busy googling “How to write great web content” and thinking there are rules to follow, you’re a million miles away from producing great content. As far as we’re concerned there’s only one cardinal rule – NEVER forget who it is you’re talking to.
Who’s sitting on the other side of the screen reading your perfectly-penned words? It’s a real person and what they think matters. So when you’re constructing content for a client who’s got a fixed idea of what they want or need, it’s your job to remind them of who really counts. Honestly, we could be running the UN with this level of diplomacy…
Forget everything you’ve ever read about the need to write in the third-person. Why put up another barrier? Does the content work in the first person? Then write it that way. Reach out and grab your reader (in a nice way), make them feel at home – make them want to stay and get to know you.
The web can be a soulless place, but only because too many copywriters wrote too much sterile copy. Got a personality? Then let it shine. Whether you’re an individual, a small business, a growing business or a HUGE corporation, you’ve got a voice (or you should have). Find it and use it.
Less is More
Apply this to everything from the structure of your website to the information you’re hanging on it. If yours is an existing site, interrogate your analytics (with thumbscrews) and work out why visitors are coming to you and what they’re reading. Are you converting a decent percentage of them into enquiries, and if not WHY NOT?!
When it comes to your content, it’s incredibly difficult to keep coming at something with fresh eyes but it’s imperative you try. Would a new visitor understand what you do? Is your site so filled with jargon that even you don’t understand what it says? Attention spans are increasingly short and you need to get your point across quickly and simply. Strip it back and strip it back some more….
And that’s it – you’re done. Now go write something amazing…