How to Find the Right Tone for Your Web Copy

By Rick Sloboda (@webcopyplus) Dec 9, 2010 Comments

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Most web copywriters argue that web copy should be more direct and conversational than most print materials, but how can you adopt this tone without compromising your brand identity? You can set a tone that is appropriate for the Web while respecting your brand with these few simple rules and techniques.

Why Web Copy Should Be Conversational

1. People do not read on the Web in the same way they read print materials

People don’t read on the Web — they scan. Anything that makes the text more difficult to scan and absorb impedes communication. Formal tone elements, such as longer words and sentences, and third-person perspective, make the text more difficult to comprehend.

2. People use the Web differently than print materials

People use the Web to find specific information. They are not there to browse. Page visits are often only a few seconds long. If visitors can’t find the information they are looking for, they quickly go elsewhere.
A more formal tone puts a greater cognitive burden on visitors. The greater the burden, the less comprehension. You’re just a click away from losing potential customers.

3. Web tone is conversational by convention

If your competitor has a web copy that makes them look approachable, then you don’t want to look stuffy in comparison.

We are not suggesting that you dumb down your web copy. Rather, the goal is to adapt a conversational style that is appropriate for your brand. Conversational style has room for plenty of variation. For example, a conversation with your banker will differ from a conversation with your spouse. Simply understand your brand and use the right techniques.

How to Write Web Copy That Fits Your Brand Image

1. Use active voice

Active voice makes clear who is doing what. You should use it for web copy despite your brand type. Web copy in passive voice sounds more formal, but it can also sound vague, unreliable and possibly deceptive.

Active voice: “We will contact you by the next business day.”
Passive voice: “You will be contacted by the next business day.”

2. Choose the right perspective

Second person perspective is often the best choice for business web copy. Third person perspective is too stuffy. Most of your site should be written using the second person pronouns “we” and “you.”

Second person: “We look forward to hearing from you. Give us a call.”
Third person: “ABC Company looks forward to hearing from you. Give them a call.”

First person perspective may work for some elements of your website — such as blogs — where the style is more relaxed and it is clear who is speaking. First person perspective may also be appropriate for a one-person company where the person embodies the brand.

First person: “I look forward to hearing from you. Give me a call.”

3. Use contractions

Most web copy uses some contractions. Without contractions, phrasing can sound too formal and trip up the reader. Don’t overuse contractions but make sure that your web copy still flows.

Without contractions: “Do not hesitate to give us a call. We would be happy to help you.”
With contractions: “Don’t hesitate to call us. We’d be happy to help.”

4. Keep sentences and paragraphs short

Sentences and paragraphs should be short to aid comprehension and contribute to the conversational style. The more concise your web copy, the better. By some estimates, web copy should be one-third to one-half the length of the same article in print.