Nowadays, each company has its own website. Indeed, your site is one of the first ways your prospects can learn about your company. Of course, if your website’s texts don’t inspire trust, the surfers will go see your competitors! The quality of your texts (brochures, blog, website, and other commercial documents) is therefore crucial to ensure your company’s credibility.
Follow the advice below to write great commercial documents. Those guidelines will help you obtain a better credibility in the eyes of your customers, thus increasing your business sales.
Your website’s texts must be coherent and well built.
Your texts must have a good structure (order of the paragraphs) and a proper syntax (order of the words in a sentence). Take time to brainstorm and put a detailed plan on paper before you start writing. I personally find it easier to be creative in my writing when I write my first draft on paper instead of on the computer. Try and see what works best for you.
The text should not have any spelling or grammatical errors.
Obviously, Web surfers who detect spelling or grammatical errors on your website will have trouble trusting your company. It’s logical: if you put the same amount of effort in customer service as you did in proofreading your website’s texts, people will say it’s not worth much!
Your text must have an original style and avoid repetitions.
Nothing is more boring than reading the writings of a person who lacks vocabulary and creativity! Try to catch the readers’ attention by giving an original style to your text, and don’t forget to use your dictionary of synonyms to avoid repeating the same words over and over again.
Choose to write an informational text instead of advertising.
If the reader feels that you are trying too hard to sell your product, he might think there is a catch. Be honest, authentic; be yourself without trying too hard to convince. This will strengthen the prospects’ trust towards you, and you will have better chances to sell your products and services.
Your texts’ tone must correspond to the image you wish your company to reflect.
For example, if you are selling luxurious jewels, it would be weird to adopt a humorous tone. If you are an artist painter, you could adopt a warm and more emotional tone. Generally, I like to be more serious for website pages, and more sympathetic for blog articles, but it all depends on the company’s values.
Use an appropriate language level.
The credibility of a company depends a lot on the language level of its commercial documents. Indeed, there’s no doubt your site will lose a lot of credibility if, for instance, you use colloquial language to present the insurance services offered by your company. Surfers won’t be inclined to communicate with you after seeing that the articles on your website aren’t written in a professional manner.
Do not use specialized jargon without explanation.
Unless your site is intended for experts in the field, always try to write using a vocabulary that is easy to understand for everyone. It is possible to include some terminology if you add clear explanations. You should always adapt your vocabulary to your target readers.
To learn more about the strategies to make your site more visible on search engines, see my article What is content optimization?
Translator and copywiter