The web is full of spam and scams. Not to mention outrageous, unsupported claims. It’s all made people cautious.
For this reason, promotional language places a burden on web readers. They must invest time and energy sorting fact from fiction. But people don’t have the patience for that. Anything that smells of excess scares them away.
So when you’re writing for websites, try to be (or at least appear) objective. Studies show that writing stripped of hype becomes nearly 30% more usable (Nielsen, 1997). It might seem counterintuitive, but online, less hype spurs more action.
Unfortunately, credibility is hard to come by on the web. So how do you earn your readers’ trust?
Eradicate hyperbole
Using hyperbole and superlatives just might be the worst thing you can do. So avoid gross exaggerations and sensationalistic claims. You don’t just sound unbelievable and desperate. You also appear tired and clichéd.
No matter how good you are, you’re only the “best” when you have proof to back it up. Like actually having an independent third party vote you such. So seek and destroy excessively promotional language.
Be believable and balanced
Eliminating hyperbole doesn’t, however, mean eliminating your edge. Nor does it mean you can’t express pride in your offering. The key is to be straightforward, honest and balanced. Speak about your offering as if it’s the market leader and has nothing to prove.
And if you need to say something potentially pretentious? Use a damaging admission—an honest admission of weakness—to balance it out. For example, this isn’t the largest website on web writing. But we challenge you to find one that’s more jam-packed with useful tips and tricks.
Provide proof
Have stats or testimonials to back your claims? Use them.
Online, credibility is key. Your website may be beautiful. But that says nothing about your trustworthiness. How do visitors know you’ve ever even delivered a product or service? Or if you actually have the expertise you promote?
You need to build trust. So lend authority to your claims. Post charts, graphs and diagrams. Use favorable statistics and figures. Contact happy customers and ask for sound bites. You’ll be amazed how effective a little evidence can be.
Solve problems
While it might sound obvious, it’s often easy to forget that people usually come to websites because they’re seeking solutions. Maybe they need information. Or to make a purchase. Regardless, if you focus on their problems, you’ll automatically avoid the kind of self-promotion that turns web readers off.
Know your audience’s needs, and tap them. Research your target market. Anticipate readers’ pain, and be explicit about how you can solve it. Then give them reasons to believe you.
And don’t fear that writing objectively means being bland. On the contrary. When writing for websites, you’ll win more readers when you write with personality.