Well-crafted copy is crucial if you want your website to be informative, easy to read, and resonate with your audience (and you do want that!).
You communicate with your audience through your website content; it serves as the beating heart of any website and can either make or break the success of your online presence.
Minimally, your copy should always be clear, concise, and free from distracting spelling and grammar errors, but you also want to connect with your audience. So, it’s equally important to consider the writing style, tone, and brand messaging when crafting website content.
The term “style” in writing refers to the specific choices a writer makes to convey their message to the reader. This includes the words they use, the sentence structures they create, and the overall flow of their content.
For example, simple, straightforward language conveys information clearly and concisely. Alternatively, more complex language creates a formal tone that appeals to a more specialized audience.
Sentence construction also plays a role in writing style. Using short, choppy sentences creates a sense of urgency or action, while longer, more complex sentences are used to convey more nuanced ideas.
Finally, the overall flow of the content also contributes to the writing style. Website content written in a chronological or logical structure helps present ideas in a clear and organized way. In contrast, a more creative, non-linear structure conveys a more personal or emotional message.
Writing tone, on the other hand, refers to the attitude or emotion behind the writing. It is essentially how your words “sound” on the page and can impact how readers perceive and respond to the content. As the writing coach, Adair Lara, says, “tone is what the dog hears.”
Tone can be formal, conversational, witty, or even playful. For example, a conversational tone is more casual and relaxed than one would use in academic writing. A casual tone is often used in website content to connect with the reader on a more emotional level.
Together, style and tone work to create a voice that reflects your brand and resonates with your audience.
When it comes to brand messaging, your website’s content is as essential as your color palette, typography, and visual imagery to convey your message to your audience.
When we talk about “brand messaging,” we mean how a company communicates its brand identity to its target audience. This can include a variety of different elements, such as the company’s unique value proposition (what sets them apart from competitors), the brand voice (the personality and tone used throughout the website content), and the companies mission and values (the purpose and beliefs that the company is built around).
A company’s website content must be crafted with care and intention to effectively communicate these elements. This means paying close attention to the language, tone, and overall messaging throughout the site, and ensuring that it aligns with the company’s overall brand identity.
While focusing on the website copy is obviously necessary, the writing should work well with the visual aspects of your design. Essentially, your website copy should feel like it “fits” seamlessly with the visual design, helping to create a more powerful and effective overall impression.
Crafting great website content takes hard work, and when you invest in professional copywriting, you get more than just words on a page. Copywriters have spent years honing their craft, have experience writing with consistent style and tone, know the importance of research, and are meticulous when it comes to editing and proofreading their work. While anyone can write copy, professional copywriters bring a level of skill and professionalism that sets your site apart from the rest.
Well-crafted content written in the right style, with the right tone, and that conveys your brand personality is essential to the success of your website. By investing in professionally written website copy, you are investing in the success of your website.
Let Mulberry Web Design help you create a website that stands out from the crowd and builds trust and loyalty with your audience.