It’s time for another Tuesday Tip Video Clip, and this one is coming on the heels of last week’s, which was all about how to properly format your content on your website. This week, we’re going to get more into the nitty-gritty of writing for your website.
Let’s start off with the good news – both customers and search engines want you to write your website content with a conversational tone. This doesn’t mean your text should sound like a giddy teenager or a grumpy old man, but it needs to reflect your personality as a dealership. If your site targets upper-class retirees, you’d want to regard them with respect and use proper grammar and plenty of adjectives to appeal to that customer base – words like elegant, smooth, classic, and quiet.
On the flip side, if your dealership sells demolition derby trucks and offroading vehicles, you’re appealing to a completely different population. These folks don’t want to hear about elegant details and the fine-grain leather trim; they want to know it’s got an engine that can assault Mount Everest and power through the mud. You want to emphasize the power, grit, and steadfastness of the vehicles, and that they’re safe even when the elements work against them.
We’re talking about a lot of adjectives here, and I want to make one thing clear. Make sure you’re using the right words. I write all the time, and I’m constantly using Google to make sure I’m using the right word. When companies use the wrong words to describe products, it’s ridiculous. I heard an ad for “sparkling floorplans” at an apartment complex the other day. Really? These floorplans reflect light? Or when a fast food restaurant says their flavor will “circumnavigate your tastebuds!”… that means goes around. As in, miss entirely. So you wouldn’t taste it. Why would you want your food to go around and completely miss your customers’ tastebuds?
Be careful with your word choices. Longer isn’t necessarily better, especially when your customers might not even know what that word means.
Next, please, from the bottom of my heart, I beg you: check your spelling. If you can’t spell “vehicle” correctly, the customer is going to wonder how they can trust you with several thousand dollars of their hard-earned money. Just do a Google search for a word, plus the word “definition”, it’ll pop up with a dictionary entry so you can see how to spell it and exactly what it means.
And finally, proofread. Read what you’ve written out loud to yourself. This is a classic trick writers use to catch errors in their writing. Proofreading will help save you from embarrassing yourself when you say that you also have “crap arts” for sale instead of “car parts”.
What’s the biggest flub up you’ve found on a professional website? Leave it below in the comments. Or, if you have another topic you’d like covered or a question you’d like answered, just let us know. Thanks for stopping by, and we’ll see you again next week.