Each page has a goal
Every website has a main objective, whether to get a visitor to fill out the contact form, to subscribe to a newsletter, to buy a product or to download a file. Within this context, each page of the site has its own objective, which should finally lead to achieving the main objective. When writing or reviewing a text, it is important to be clear from the beginning what the purpose of each page is. This way you can identify and correct each time the focus is lost and the message begins to lose traction.
Make sure that the content is direct and always focused on the purpose of each particular page.
The personality of the brand
Every brand is like a person, that is, it has its own personality and is identified with certain values. When you are writing or reviewing a text, make sure that the tone and way of communicating represent these characteristics of the brand.
For example, if you are reviewing the contents for a website of a major law firm that is very traditional and elegant, you will not want the message delivered in an informal or colloquial way. Probably the most appropriate, according to the brand, would be to use serious and formal language.
However, if the content is for a brand of jeans aimed at the adolescent public, surely the most appropriate would be to use a direct, close and informal language.
The points of mistrust
Usually what keeps visitors from taking the action that we expect them to do is simply a lack of trust with the brand or the site and, in most cases, this simply comes from a lack of information.
Let’s assume for a moment that the site you’re proofreading/editing is getting subscribers to the newsletter. There are several questions that the visitor may have and that can cause distrust.
Some could be:
• What will I get when I subscribe?
• In this newsletter do you talk about topic X?
• Will they send me SPAM?
• How difficult will it be to unsubscribe if I do not like the newsletter?
• Are there people who already receive this newsletter? Has it been beneficial for them?
When reviewing or writing the content of a site, try to put yourself in the shoes of the visitor and answer all the questions, and show that the brand and the site are trustworthy.
If you already have previous contact with site visitors, the best thing you can do is to simply ask them.
Try to tell stories
There is nothing more boring than entering a website and seeing texts that only describe a company in a flat and linear tone.
People retain much better information when we are told as stories, especially if it is well narrated and has a climax, moments of tension and moments of tranquillity. When a story catches you, there’s no way you’ll forget it.
If possible, try to include stories in your texts, they are much easier to digest and easier to remember.
Stay away from the cliché phrases
If you use cliché phrases on your website or your clients’ website, people will probably think that it is a cliché company. Furthermore, they may believe that you don’t know what you do very well, since you cannot explain it in any other way than using pre-made and formulaic phrases.
Spelling and writing
The last thing on the list, but probably most importantly, is that there are to be no writing or spelling mistakes. Make sure you do not miss accents, that there are not many repeated words, that you have not changed a “V” for a “B”, etc. Luckily most writing applications have spell checkers, so that’s a great help, but do not just rely on the software, if you have someone who can read your texts and give you a second opinion, then this will always be beneficial.
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