On thinking about a website, whether it has yet to be built or is already in existence, a question arises: does it have a voice? Writing always has its own style and tone, which should reflect what the site is about. A professional SEO copywriter will know how to pitch that tone correctly.
When deciding what kind of voice to use, it can be useful to consider who the website is for. A young and fashionable audience probably appreciates a different style from that deemed suitable for businessmen. What is the content actually saying? If it is asking visitors to buy something while stocks last, language is better kept short and snappy, with clear instructions on the side. Where people are being invited to consider something in more depth, the words might be designed to gradually intrigue and draw the reader in over time. A narrative style, that entertains as well as informs, would fit with this.
If a website has already been set up but is not doing well, it might be profitable to review exactly what it is saying and how that sounds. One could be surprised to discover just how much the tone of the writing is at odds with the purpose of the site. Content may have to be rewritten from scratch if it does not touch the right nerves and appeal to the people who matter. Skilled content writers, whose job it is to tailor their work to suit a particular audience, can produce appropriate words to meet visitors’ expectations.