website content

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.

Writing Style

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

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.

Brand Messaging

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.