Your website should not only reflect your brand identity, values, and philosophy, but it should also inspire action through the choice of words you use.
After all, a distinctive style and tone will not only help you to set yourself apart from your competitors, but it will also allow you to inject elements of your brand personality into your website.
And in today’s overpopulated digital world, it’s more important than ever before that you finely tune all elements of your website, if you stand any chance of optimising your reach and maximising engagement levels.
Here’s our guide to choosing the best writing style for your website.
Choosing a suitable tone
When it comes to choosing a suitable tone for your website, it’s important that you consider the personality of your brand and how you want your audience to perceive you.
There are a whole host of tones that you can use to bring your website to life however, the right tone for your website will depend on your brand identity. This tone should be consistent throughout your entire website, and most importantly, it should be clear, concise and impactful.
Choosing a suitable tone is a key part of the creative process. Here’s an insight into the tones you can choose from:
A direct tone is often used by brands wanting to reflect a conservative and traditional personality. Powerful, clear and professional, this tone is often used to instill trust and credibility.
Of course, direct language can also be used to motivate and empower.
Informal language is becoming increasingly popular as brands seek to inject a healthy dose of fun and excitement into their website content.
Perfect for inspiring action and grabbing your audience’s attention from the second they land on your site, this style of writing sparks engagement, leaving your audience excited about who you are and what you have to offer.
From the moment your customers land on your site, your ultimate goal should be to make them feel welcome, which is why so many brands opt for a friendly tone.
A friendlier tone tends to work best for family orientated brands looking to inject a warm, welcoming, and pleasant style into their website.
When choosing a style of language for your website, you should take into consideration the age and demographic of your target audience.
This will allow you to establish a tone that your target market will not only resonate with, whilst also encouraging interaction. For example, if you are talking directly to a young audience, use language that’s on their wavelength and a style of writing that reflects current trends.