I’ve been having some fun with an online copywriting project over the past few days which has really got the creative juices flowing. It has been especially fun because of the particular tone of voice required by the client.
Each website will have its own “voice” which should ooze from every single sentence on the page. Some voices are very corporate, aimed at straight-talking business people who aren’t interested in eloquent metaphors and imagery; others are quirky, fun and just a little bit silly – think of Innocent Smoothies for a good example.
PR agencies have a difficult decision to make when it comes to the tone of their websites. While they need to demonstrate their team’s exceptional writing skills and creative flair, they also need to prove that they know how to cut through the fluff and get down to the hard facts at the centre of a good story.
So, how do you do it? One way is to bring out the personalities of the team and have a multitude of voices respresenting the company. Another is to write as your chairman would speak – after all, it’s his agency so why shouldn’t it have his voice?
It can be a tough call and it’s definitely an important one. The content and copywriting on your website needs to persuade a potential client to pick up the phone, after all!