Break the rules to write good website content.

Breaking the rules leads to more interesting results.

Naughty people write better website content

You can’t end a sentence with a preposition.

Never begin a sentence with but or and.

Don’t split infinitives.

These rules were probably drilled into you in primary school.

But I’m here to tell you it’s time to boldly put your voice to your writing. Write like it’s a person you’re talking to. And you’ll find your reader will follow along a little easier.

Look out, I’m on a rule-breaking roll! Don’t tell Mrs Coin, she’ll hold back on my grammar stamp for the day.

How to write like the cool kids

Online content has changed the way we write in so many ways. One of them is to centre the way we write around the reader. We need to consider how they like to receive information.

And the way we like to get our information is easily.

So, to write like the cool kids (in a modern, website-appropriate way), keep it simple and conversational. Keep your readability score low.

That’s not to say you’re allowed to totally throw grammar out the window. When I say ‘write like you sound’, I don’t mean ‘chuck a bit a Queenslanda’ flavour in. I mean. Just don’t.

It’s about being casual in your tone. No stuffy stuff. For example, Mrs Coin would have liked me to write:

This way of writing can attract the right people to whom you would like to sell your products.

Watch out, I’m going to get all crazy and break some rules. How about:

Writing this way will attract the people you want to sell your products to.

I can almost see my mother having conniptions. Ending on to might break some people’s brains, but it’s actually not incorrect, it’s just more casual.

Write like you talk

One of the best things you can do when you’re writing your website content is to make it sound like you. That might mean having a good think about your tone of voice, if you’re in the early stages of branding. Or, it could just mean being more casual and conversational.

For example, I’m not likely to say:

We combined theories to achieve a strategy with which we resolved the problem.

But I might say:

We solved the problem together.

A conversational tone is easier to follow. But a conversational tone breaks those dusty old rules.

Your reader will find comfort in the personal touch you’ve given to their information. They will appreciate not having to work hard to follow along.

You’ll make them feel welcome, like your website is somewhere they want to be. Hopefully, that will lead to them contacting you / buying your stuff / hitting the share button.

How to check if you’re a rule breaker

I believe a good writer has empathy. Only by putting yourself in your reader’s slippers can you work out how you really come across. Here’s an exercise to try every time you write something:

If you’re preparing an email, a piece of content or a document, write it into a draft, then close it down and walk away (or send it to yourself, if you’re more of a method actor).

Pretend you’re your audience and open it up again a little while later. Read it objectively and ask yourself these questions:

• Does it sound like a person or a robot?

• Have you overused any words (‘that’ and ‘just’ are my main culprits)?

• Are you being talked to, or talked about?

• Is the language inspiring you to take action?

By taking a break and coming back, you’ll find all kinds of efficiencies and improvements.

So go on, forget about your Grade 6 teacher’s red pen and write like you sound. You will find your website content better reflects you and your services. It’s more authentic. And is more likely to reel ‘em in.

Want more tips to improve your writing?