Website content comes in many different guises, each providing their own worth and their own benefits for certain situations. In this article we’ll look at using a personal style of writing in a bid to “get to know” your website visitors and persuade them that your site is both personable and trustworthy.

What Exactly Do We Mean By A Personal Style?

It’s important to note that using a personal style of website content does not necessarily mean you have to divulge all of your closest secrets. In fact, you don’t even have to give away your name if you don’t want to. Instead the content should be written as though your reader is with you in person. This style of writing might not be perfect for every situation but every website should contain some personal style elements. Business websites need to get down to business and talk in a manner that is befitting of their audience but some personal touches here and there will certainly help to build a rapport with visitors and persuade them to contact you.

The Blog Is The Epitome Of Personal Websites

Perhaps the most obvious use of a personal website content style is with a blog. Blogs have become some of the most popular websites on the net because of the appeal they generate. Blog writers use a conversational tone and load their content with individuality and personal notes. Even big corporations have taken to using a blog on their site website and it is the personal content that drives visitors first to the blog, and then to the website itself.

Using Charm As Your Persona

The charm offensive is a sales tactic that has been used for many years and if done properly it can work well on the Internet too. However, done badly and it will appear nothing more than a poor attempt to smarm your way into purses and wallets of your visitors. This is certain to put them off.

Using Humour As Your Persona

Humour is a very powerful and greatly underused tactic, especially for business websites. Getting the balance right is the most important thing. A business-to-business website does not need a joke of the day at the top of the page but the inclusion of some wit or humour in product or service descriptions can go a long way to winning new customers by the bucket load.

Striking The Right Balance

Website content that is written in a personal style has to find the right balance depending on the audience, as with any form of content. For business websites, the occasional piece of humorous content will go a long way. Of course for certain businesses this isn’t a good idea and in these cases personal website content can be achieved through the use of sympathy, friendliness, or just a conversational style.

Building Trust With Your Visitors

The job of most websites is to persuade readers to trust you and to trust whatever it is you are offering. By using a personal touch you are almost befriending your readers, and once you’ve made a friend of any visitor they are much more likely to trust you. They’ll be more inclined to share their name and email address with you, increasing your marketing newsletter potential vastly. In turn, they will also be more likely to believe you when you try to sell them a product even if it isn’t your own. After all, you’re like a friend now, so why would you lie?

How To Add Personal Website Content

To add personal content to your website you essentially have two options. Include the content in the site itself or consider the use of a blog. As we mentioned earlier, major sites and corporations are setting up blogs that are updated by members of staff or even by the CEO. If you have a news section take the time to thank your readers when you reach a certain number of customers, or another milestone in your company.

Google Examples

The Google blog is perhaps one of the best examples of how to use a blog in this way. It combines useful information with some personal content. Members of Google staff give details of some of their experiences while working on particular projects. This befriends visitors and informs them of a new product; a clever marketing trick if done well. There is also a wide variety of other Google blogs including ones that are specifically updated by individual members of staff. Google are not alone in doing this.

Other Factors To Consider

On a personal note (no humour intended) a conversational or personal style makes it much less likely that you will suffer from writer’s block. Because you almost write in the same way you speak you shouldn’t come across too many barriers. Always be prepared for the fact that not everyone will like the persona that you portray though.

So next time you release an update for your news section, or you’re considering a blog seriously consider making it personal.

Some Handy Style Tips

1. Outright personal content is extremely informal – use contractions like you’re, we’re, etc…
2. Even formal business content can include some personality – add a bit of humour to product descriptions.
3. A blog is a hugely beneficial way to include personal and effective content on your site. You can effectively sell by being friendly.
4. Congratulate your readers for helping you reach one year, two years, and five years… You get the picture.
5. Find the right balance of formal and informal writing for your website. No one particular style is correct for every site.
6. Being friendly persuades your visitors to like you and subsequently trust your opinion.
7. A conversational tone should help beat any instances of writer’s block because it flows more naturally.
8. Not everyone will like the persona you project on your website, so be prepared for some criticism. Even if you don’t hear it.

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