Updated June 10, 2012Doc Sheldon
The tone used for web copywriting can make or break an article. There are several types of tones that can be used for written content and making the proper selection can greatly increase the amount of traffic.
When creating articles, the most effective voice is an active one, as it is informative, and is often easier to understand, owing to its simplicity. Simple writing is very important when it comes to creating web content, as using a simpler style for sentences conveys information quickly and can attract a reader’s interest.
Once a reader’s interest has been grabbed, he’ll often stay longer. A reader is also more likely to share interesting things he reads, making this is one of the best ways to increase traffic to any website.
How Heavy Promotional Voices Can Hurt A Business
Many businesses try to use web copywriting to sell their services. While this may seem to be the best idea, promotional copy can often harm traffic patterns for a business.
The reason for this is that readers simply don’t want to read sales pitches. If text is laden with heavy keywords and advertising, they’ll often leave the site. This tactic will generally also lead to less word-of-mouth promotion of the information.
An advertising tone can also decrease the credibility of the business or company. A reader wants to learn and understand why services or products work and an active voice can explain in simple terms how services can benefit them.
A writing style that uses a more conversational tone is often desired, as conversational writing flows more naturally to the average reader. This can make readers feel that they are reading informative content.
Be Professional While Remaining Approachable
A conversational tone can still be professional, while conveying a feeling of approachability. Quality writing can give a large audience an impression of approachability and should be considered one of the important goals when creating search engine optimized content.
It’s estimated that a reader will often leave within 15 seconds if his interest is not captured. Such a short time-frame makes an engaging headline an important feature of any article, as the quickest way to pique the reader’s interest.
Eye-catching headlines will encourage readers to stay longer and a strong first paragraph should be used to convince readers to continue. However, strong wording doesn’t mean heavy promotional text.
An approachable tone makes viewers feel that they are on equal ground with the author. This tone is often best for explaining products or services and can also make difficult concepts more easily understood.
Be Active And Creative To Get More Web Traffic
Creativity definitely matters when it comes to writing effective copy for a website. Interesting headlines and subheadings are a key part to providing the best articles. Think of headlines as billboards that draw attention to the article.
A good billboard gets attention but sub-par content can harm the credibility and reputation of a business. The body of the document should match the title and headings for best results. You should always provide relevant content that goes with its respective heading.
Creative and original articles can lead to increased traffic to the website. This includes the reasonable use of common keywords and key phrases which are often semantically related, helping to determine the copy’s relevance to a search query.
When keywords are used, they must be naturally worked into the text. These will prevent the article from seeming to be a promotional piece and is one of the most effective ways to make good web copywriting.