5 key rules to write conversational website copy
January 11, 2021
Hey, have you ever met up with a friend and lost track of time because you just got lost in a conversation? You know those times you’re hanging out and, at one point, you look at your watch. It’s suddenly dark outside and you forgot what else you were doing that day. You were so captivated by the conversation that time just flew by.
On the flipside, how about those times where you went to an event, a presentation, or reading a book and you had a hard time focusing? You just wanted to leave because either you started to fall asleep or it was just hard to follow. You were just not interested in the content. It seems to drone on and on and on.
The visitors looking at your website could be in either of these camps. Either visitors are engaged in the content of your website or not interested at all. If a visitor sees a wall of text or long sentences, they will move to the next website or close the browser.
How do you make a website with better copy? It’s all about conversational copywriting. Copy that reads as if you are having a conversation.
Conversational copy allows the user to feel there’s a human behind the website. A human who invites the visitor into their space and to know the site is more than just the products or services behind it.
Conversational copy reads easier. Conversations tend to be shorter sentences that are straight to the point. Sentences that easily convey the message with less jargon. This type of copy also lends to be easily scannable. A visitor can easily find their answers.
Good conversational copy evokes happy feelings. Information that gives you the feeling of positivity is known to be easily memorable. Feelings are easier to recall than just plain facts. The content associated with those positive feelings will be easier to recall as well.
Conversational copy builds trust. By being yourself in your copy, visitors will get to know you and see the personality in the words. Being authentic and real allows the visitor to see the person behind the words. They will start to like you and lead to trusting you.
Rules for Writing Conversational Copy
So how does someone write conversational copy? These 5 rules are what are key to crafting copy conversationally.
Mix in Personality
Write like the person that is talking instead of your head. When you explain with your own way of saying things or add in an experience you’ve had with your copy, your personality will be imprinted in the words.
Keep your sentences short and words simple
Sentence should be short. Break up long sentences into two or three sentences. Keep the long, big words for your Scrabble game or crossword puzzle. The best way to be conversational is simplicity.
Talk directly to the reader
Imagine your reader is right next to you. Write what you would say to them. Think of that one person and write to that person. Avoid using the third person and use contractions.
Conversation is a two way street. Ask your reader questions. It encourages interaction and communication. It also breaks up the content into smaller parts.
Use relatable stories
Stories connect us and show your personality. Who doesn’t love a good story? They are relatable. They help convey a point to the reader. Stories bring out the emotions and feelings.
Keep these key points in mind when writing your blog posts or sales copy for your website. Your website’s bounce rate, i.e. the rate at which someone leaves, will lower. The longer visitors will stay to read your content. The more likely they lead to opportunities.
-- Mary Jo