Web Content That Feels Human and Helpful

When was the last time you looked at your website? I mean REALLY looked?

How did it read? Was it friendly and inspiring or formal and instructional? Did it sound sincere yet informative or was it professional but stiff? Maybe it was a mish-mash of all that…

Don’t get me wrong, professional is good, but it should also give off a welcoming and knowledgeable vibe so people actually want to click on your “Work with Us” link.

And, while it’s about you, it shouldn’t be all about you. In the end, you’re trying to connect with folks who are seeking some product or service, so it’s also about them. Potential clients need to know you can provide the solution they’re looking for, and they also want to know you feel their pain. As such, you need to sound human and helpful not robotic and remote.

So, how do you make your website come alive? With voice, tone and conversational writing that sounds like you, speaks to them and ignites action. Use the following tips to inject more life into your website.

Home Page – Make a Strong First Impression

Your Home page is your digital handshake. People arrive here to get to know more about you and what you do. They need to figure out off the bat if they’re in the right place and how you can help. A good home page achieves this through clear content and a confident voice. Professional, yes, but also welcoming.

Voice is your brand’s personality. Are you down-to-earth and helpful? Bold and fun? Warm and encouraging? Your voice should make them want to not only shake your hand but also have a conversation. And that voice should be the same from the first header to the last CTA (call to action).

Home-page tips:

• Lead with feeling. Focus on benefits for them not just your skills. What’s the solution or transformation you offer? Near the top of my Home page, it says “Need writing that engages, informs and inspires? Tired of writing that falls flat?”
• Use everyday language to say what you do. Avoid jargon off the bat. Later in services or processes, it may become necessary, but for now keep it straightforward and easily understood. “WE LOVE WORDS. And we love using them to help you create clear, concise content that grabs attention, drives action and delivers results.”
• Briefly touch on their pain points. Add a sentence or two that shows you get it – a little empathy goes a long way. For examples, instead of just saying we offer writing services, my website says “we help companies and individuals communicate better with less stress and wasted time.” I mean, who doesn’t want that?

About Page – Show Who You Really Are

Credentials and company history have their place, but this page is about you – your story, your values, your vision. This is where people learn about why you do what you do. You have your voice, now adapt your tone to be a little more warm, more open and personal. It’s all about context – you’re not necessarily selling your service or product here, you are selling yourself.

About page tips:

• Write how you would speak. Don’t robotically recite a resumé or get all braggy.
• Share your mission and vision. People relate to purpose and passion.
• Be real. It’s okay to admit to mistakes, changes in direction or challenges along the way.

For examples, on the RPC About page, instead of simply saying we’re committed to client-focused solutions, I went with “Our mission is to use the power of words to help other businesses and individuals succeed. Creating copy that captivates and sparks interest is how we get our groove on.” A bit of colour and more fun to read, right?

Services Page – Where Clients Say “Yes, I Need This!”

Of course everything you do is unique and amazing, but now is not the time to get bogged down in details. Use clear, human-focused writing to keep things relevant, easy to understand and relatable. If you need to get into specifics, ease into it with conversational language.

Service page tips:

• Start with the reader’s needs. What problem do they need to solve?
• Use simple language and short paragraphs. Don’t overwhelm with information.
• Add a heading or two to help guide readers. That little extra structure can make things easier to follow.

For example, in the Copy Editing and Proofreading section of my Services tab, the subhead is “Because everyone needs an extra pair of eyes sometimes.” And the first sentence relates to the reader: You’ve got down the basics of what you want to say, now let us make sure it is said correctly.

Don’t Overlook the Other Pages

Home, About and Services pages do the heavy lifting, but don’t forget the supporting cast of Projects, Products or Contact Us. They, too, need to be clear, focussed and friendly. You may want to try the following to get more clicks:

• Project pages: tell a quick story, not just the facts, ma’am.
• Product pages: lead with benefits then get into features.
• Contact page: keep it welcoming, even if it’s just a form. Add a little personality or a pic.

A human and helpful voice builds trust and inspires action. If your Home, About or Services pages are feeling a little stiff or stale, it could be time for a content refresh.

Need help bringing your voice to life? Connect with a professional writer and get a website that feels like you.