Copywriting is an art, and the content on your website has the power to make or break a sale. So, you need to ensure all of your website copy reflects well on your business.
Of course, most business owners put a lot of thought into what they’re going to write and publish on their websites, but many neglects to put enough work into getting their brand voice right, and working out how they’re going to get the necessary information across.
It’s important that you do, though, as it can have a huge impact on how people perceive your company, how easy it is to build trust with prospective customers, and how engaged people will be when they visit your website.
Here, I’m going to take you through my top five tips for incorporating your brand voice into your web copy. Keep these tips in mind, and they’ll help you to put your best foot forward.
1. Define Your Brand Voice Before Writing a Single Word
Before starting to write your website copy, let’s talk about defining your brand voice. If this isn’t something you’ve really thought about before, you might not know what kind of tone and attitude is going to work best for your business. To decide, you need to keep your target audience and goals in mind.
Let’s take a look at some brands that have nailed their tone of voice to give you some inspiration.
Ketoned is a meal management service that aims to bring keto diets and healthy eating to the masses. When you think of their client base, you likely think of active, healthy, diet-conscious people, or those looking to make a healthy change in their lives. So, it would make a lot of sense for their brand voice to be motivational and positive.
For a hint of this, take a look at the slogan on their homepage:
The confidence and enthusiasm in their tone will grab people’s attention and convince them to trust and order from the company.
On the other hand, Best Nursing Programs is a brand that strikes a great balance between being authoritative but also approachable. This is important, as their main target audience is made up of existing and prospective medical professionals.
Additionally, as the website is a resource in the education sector, it is important that they don’t act too casual or informal. People come to this website to learn about the medical field and consider major life choices, so it’s best to be straightforward and provide accurate information. If you work in a similar field, it’s important that you make your website copy informative but simple to give yourself the best chance of success.
Defining your brand voice isn’t always easy, but it’s certainly worth doing. So, put plenty of thought into what kind of tone and approach will reflect on your company best. Then start to incorporate it into every blog post, product description, and piece of copy you write.
2. Make Sure Your Page Titles Have Personality
You only have a few seconds to grab someone’s attention with your copy. And, people will typically spot your page titles first, which means you’ll want them to have plenty of personality so website visitors want to read on.
There are lots of ways to do this, but the most important thing is that you keep your brand voice in mind. For instance, if your overall tone tends to be quite fun and casual, you’ll have more freedom to use informal language and puns or jokes. However, if your business tends to have more of a formal feel about it, you should play it safe and keep things simple.
Adding personality to your page titles doesn’t necessarily mean going overboard to make a statement. Keeping your target audience and goals in mind should allow you to inject just the right amount of personality to help your website visitors feel comfortable and engaged.
3. Talk Directly to Your Readers
It’s vital that you speak directly to your readers when writing your website content. This will grab their attention, bring in a conversational tone, and make it much easier to inject your brand voice.
A lot of businesses make the mistake of writing about themselves too much, but customers want to know how you’re going to help them, address a pain point they have, and make their lives easier. So, focus on this within your content.
Use the word “you” a lot, and it will be much easier for your customers to imagine that they’re having a one-on-one conversation with you. Everyone likes to feel heard and spoken directly to, so using this technique can have a huge impact on your sales and success, even though it might seem like a minor tweak.
4. Include Eye-Catching Images That Reflect Your Branding
Nobody wants to read a lot of copy without any images. So, when you’re upgrading your content, you should add some relevant photos or designs to make your web pages more engaging. This can help you to inject more of your personality and brand voice into your content, too.
Just like with your written copy, you want your images to suit your audience, goals, and the content of your web page perfectly.
Try to use images that feature people your target audience will be able to relate to. So, when they land on your website, they’ll immediately feel like they’ve come to the right place. It’s also vital that your images have the right feel. For instance, if your products are business-based, you’ll want your website images to have a professional edge. On the other hand, if you sell fun and exciting products, colorful and casual images will work best.
5. Always Include Appropriate and Engaging Calls-to-Action
A call-to-action (CTA) tells your audience what you want them to do after reading your content. This is how you get results.
You’ll typically want your readers to make a purchase, read more of your content, sign up to your mailing list, or test out a free trial. So, make sure you encourage them to do so!
Make sure your CTAs are engaging, appropriate, and reflect your brand voice. Just like with your page headings, you can ensure this by keeping your ideal audience and goals in mind. Inject a sense of personality, professionalism, or humor where necessary so people get a real feel for what you business is about, and can understand what it’s going to be like to buy from or work with you.
Writing the perfect copy for your website isn’t always easy, but you can do it. Following the tips in this guide will help you incorporate your brand voice into your content, so you can reel your ideal customers in, ensure they’re engaged, and convince them to make a purchase.
If you would like to ensure that all of your website content is unique and of the highest possible quality, Copyleaks also has a plagiarism checker you can use to check for any potential problems in this area.