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Everyone puts a lot of emphasis into the way their site looks. But what you write/say is just as important – if not more important.

Here are five tips you should keep in mind whether you are writing your own text, or paying a content writer to do it.

1.  Pick the right voice.

Most consultants, coaches and public speakers want their website to have a personable feel. So to convey a personable tone through your words, I recommend using the pronouns “I” and “me” when referring to yourself and “you” when referring to your reader.

You should write as if you are speaking one-on-one with the reader and not to a large crowd of people.

If you are a small business with several employees, still write as if you are speaking to that one customer, but use plural pronouns like “we” and “us”.

2.  Write to your target market.

Know who you want to talk to BEFORE you get deep into writing your pages.

Is your audience colleagues in your field, or customers who are looking to you as an expert? What do they typically know or don’t know about your field in general? What questions would they commonly ask?

Knowing the answers to those types of questions help you to formulate text for your web pages. When you clearly know who you are and are not speaking to, it’s easy for you to correctly apply the rest of the tips shared in this article.

3.  Add personality.

Your website visitor – who may potentially be your next customer – can form an idea of who you are and your personality based on your style of writing and the personality behind your words.

If you’re the type that tells jokes when you’re talking, have a favorite catchphrase, or loves storytelling, give your readers a taste of that through the words you use. Just remember to do so in a way that’s moderate and keeps some form of professionalism. Those who are in your target market will be attracted to you, for who you genuinely are.

4.  Use active verbs.

Your writing should be clear, simple, and straight to the point. Sentences structured with active verbs are easier to read and more direct. When I was learning how to write website content, this is what I probably struggled with the most. But with practice, it gets easier.

5.  Use jargon sparingly.

You’re an expert at what you do, but your reader may not be as familiar with some of the terms or language commonly used in your field of expertise. So try to use words that your reader easily understands and spell out acronyms.

The only exception to this rule is if you are speaking to a target market that is part of your field of expertise, like fellow colleagues. They will likely understand your industry specific language.

Learning How to Write Website Content Takes Practice

It may be difficult to check every box on the list every time you write a page. You may find yourself having to edit and revise your content a lot in the beginning to get it right but trust me… it will get easier. Eventually, writing good content becomes a thing of habit. Just stick with it!

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