The better you understand WHO you are writing your website for, the better you can tailor your words to make your audience feel comfortable, included and eventually persuaded – to do what you want them to do.
One way to make your readers – your potential customers – feel comfortable and included is to make sure you use the words that they use. This is a simple, yet often overlooked, principle in website copywriting. Why? Here are 2 common reasons:
- If you are writing the content for your own business’ website, you are probably an ‘insider’: you know the industry jargon; you may inherently write the way people inside your company or industry speak; you’re probably thinking about what you want to say – not about what your readers want to know.
- You may think that using big words or “officialese” will make your website sound more important or informative.
Don’t use “insider” words
Think about your customers when you write, and make sure you don’t use industry terminology or insider jargon they might not be familiar with. Such expressions can make your readers feel excluded at best, and at worst your readers won’t even understand what you’re talking about. Remember, it just takes one click for a potential customer to leave your site in search of information they can easily understand.
To keep potential customers on your site, make sure you use terminology they are familiar and comfortable with. Use the words your customers themselves would use.
Use simple words
Long words, complicated phrases or “officialise” will not make you or your website seem more important. They may even intimidate your readers and make them leave your site. Website readers are busy; they are looking for specific information; they scan content. Even the most highly educated website readers appreciate simple, easy-to-recognise words they can quickly understand and absorb. Consider the words your customers would use if they were having a verbal conversation – in most cases they are straightforward, clear words. Use the same on your website.
To persuade your readers to become customers, you need to make them feel comfortable and included. Using clear, simple words and familiar terminology will make your readers feel at ease and help convert them into customers.
