Once upon a time, websites heralded professionality by way of an unbiased opinion, neutral tone, passive voice…
These platforms also allowed for personal anecdotes that more serious forums never would. But as time has gone on and platforms have merged and transcended, all content has slowly grown more personal and therefore, more casual.
Queue the “conversational” writing style that’s sweeping headlines of every digital marketing blog and online trend tracker. I, for one, love this style of writing. As an ex-lifestyle blogger (and avid blog consumer), I value the intimacy that this writing style encourages.
It is a way for online authorities to seem accessible and down-to-earth. Are you going to be more likely to trust me if I’m some enigmatic online persona or a real person with real experiences that mirror your own?
A conversational tone also, usually, means a more reader-friendly and easy-to-understand tone. This doesn’t mean that you have to dumb everything down for your audience (although catering to the lay reader with limited knowledge of your industry is important). What it does mean is that you can speak like you would to a friend.*
*Minus the endearing expletives.**
**Or hell, maybe add them in! It might build some rapport.
Not only will this allow you to appear more transparent, but will also enable you to naturally work keywords and key terms into your content (which will help you rank higher in LSI searches).
And here’s a great personal perk: When you write casually, you make your job heaps easier.
Isn’t it better to let your stream of consciousness guide you than spend hours trying to craft the perfectly constructed sentence? Yeah, I thought so. Stop wasting your time thinking, ditch the filter and just start writing. It’s better to get something on the page, no matter how raw, than do nothing at all because you’re so focused on making it perfect.
Readers don’t want perfection; they want something relatable and real.
(Of course, you should always allow time to go back and clean things up before your content goes live, mostly to check for errors and make sure that you are representing yourself and your brand in a positive light).
If you are interested in embracing a conversational style for your website but confused on where to start, refer back to our article on bucket brigades. While not inherently conversational, the format that they follow lends itself very well to that style of writing. So why not pair the two for the ultimate one-two punch of reader engagement?
I’m talking little tidbits of information with questions and hooks to keep readers interested, plus relevant media to get them excited.
A normal conversation wouldn’t (and shouldn’t) be one-sided. If you find yourself droning on for hours on end, you’re going to bore your company.
Instead, engage in some friendly online banter. That’s what the conversational style of writing is here for!
It’s the best way to connect with your audience and develop your brand’s “voice” (i.e. that thing you hear digital marketers rant so much about). When you speak authentically, people will listen.
For more information on how to integrate conversational content into your website, contact Search Marketing Group today!