Have you ever had the dilemma of thinking about what to write in your website so that A-list companies would take notice? Were you ever frustrated about the lack of results even though you’ve used all the fancy words and terms to describe your company and services? Where did you go wrong?

In order for your website to yield your desired results, you should use plain, natural language. Now, there could be a lot of arguments about this because there is no one rule on what plain language is. This differs with each person. So how do we solve this? There is one critical thing to consider when it comes to business: results.

Results mean:

• Did your customers find what they needed upon seeing your website?
• Did they understand what they found?
• Where they able to use what you have on offer to cater to their needs?

Unless these questions are met with flying colors, then you’ll be at a loss. Here are some tips so that you can improve the way your website reads—and sounds.

Use natural language in your website.

The Internet is full of sites that sound too abstract or too robotic. You wouldn’t want to add up the list. Website-speech and jargon may sound and look impressive, but in the end, they can be intimidating. And, worse than that, often people don’t know what you’re trying to say! It’s all about the TEXT in your website.

Your website should read like a human—not like a machine. Use language as if you’re talking with the person. Here are some tips and examples on how to sound simple and human:

1. Use the active voice
People naturally emphasize the subject by placing it at the start of the sentence. This clarifies the message and your reader’s understanding.

Instead of:
In the first week of June, the results will be examined by the committee.
Use:
The committee will examine the results in the first week of June.

2. Avoid ambiguity
Be sure to place pronouns, adverbs, adjectives, and the like in the proper places. Otherwise, they will confuse your readers. It’s also best NOT to use a lot of these words. Use them only when there’s a need.

Instead of:
Adrian researched and wrote the paper himself, which everyone thought was amazing.
Use:
Everyone was amazed with the paper that Adrian researched and wrote himself.

3. The shorter, the better
Your readers can only take so much information at a time. Most of the time, a long sentence can contain several ideas which can be separated by cutting the long sentence into shorter ones.

Instead of:
The scope of your responsibilities are included in the job description you received on your initial day of work at the organization.
Use:
Your responsibilities are listed in your job description. You received your job description the first day you started work.

4. Bank on the positive
Positive sentences attract readers and encourage them to read on.

Instead of:
If you fail to submit the requirements on time, you will not be admitted in the association.
Use:
You will be admitted in the association if you submit the requirements on time.

Remove the barrier

Sometimes, the way you present the message is the very barrier that hinders your customers to understand you. Remove this barrier by speaking like a human, not a machine.

Error: MESSAGE INCOMPREHENSIBLE. PLEASE RETRY. Do you speak like this to your friends if you don’t get what they mean? I don’t know about you but ” Oops! I’m sorry but I don’t get what you mean. Could you repeat that?” would be the proper words to say, right?

Here’s another one: Error: USER NOT FOUND. What does that mean? Why not use “Oops… that user does not exist!” or “Oh! I’m sorry but that person is…” or something like that?

The very nature of websites make them very cold and distant, it helps if you write text that sound the way you speak them. Be human. When you do this, your website takes on a personality that is uniquely its own. It’s a dialogue. So write as if you are actually speaking with them. Avoid using technical terms like “customers” or “users”. Customers and users are people—just like you and me!
“We want our customers to be happy.” What does this mean? How about: “We want you to be happy”.
Big difference, huh?

An example from Apple

“Which Mac is right for you? Notebook or desktop. Mac mini or iMac. No matter which Mac you choose, you’re getting a computer that features the latest technology and is ready to help you do amazing things right out of the box.”

Apple is one big and complex company, but have you noticed the words used on their site? They’re simple and understandable. Not too many adjectives. Not too many technical terms. Just plain natural speech. You’d think Steve Jobs is the one speaking directly to you.

But enough about the large companies. Being small gives you a lot of potential for growth. So don’t hide behind web-speech or that standard “marketing speech”. Don’t present something that you’re not. Keep it honest. Keep it human. Keep it real.

Your Thoughts

How about you? What have you experienced in relation to the topic we discussed? What were the mistakes that you made and how did you remedy it? What are your suggestions to help others who are still starting their business?

Let us all know in the comments!