How to write powerful blog posts

Communicating effectively can open doors for your business – from building a loyal clientele to higher revenue. If the language you use on your website, blogs and articles engages your audience, identifies you as an industry leader and is written in a clear way, then your company will flourish.


But what if your written content isn’t as good as it could be? Don’t worry – this problem can be easily fixed. In this article will guide you through the several ways you can improve your writing.


Avoid jargon


Using jargon in your writing is a barrier to successful communicate with other businesses. If you include specialised language, you put your audience at risk of confusion and misunderstanding your message – you can’t assume everyone is well versed on legal, business or medical jargon as you are.


Instead, include simplified vocabulary as this ensures your take-home message is fully understood.


You can establish a level of formality and professionalism without using an industry’s secret language, which often leads to confusion and lost customers.


Be credible


There are specific phrases and language should be avoided altogether, especially when writing for certain sectors. Every business relies on credibility – they want to be viewed as authorities in their profession.


By using slang, non-standard English and colloquialisms you achieve the opposite effect. This results in customers distrusting your brand. This is because the lack of professionalism in your writing reflects the entire business. If your website is written poorly then customers assume the products and service will be the same.


The majority of companies won’t accept language such as, ‘shockingly’ and ‘amazing’. This is because such language is too casual and out of place to represent a company in a competent way.


Including such language could damage the reliability and validity of the business greatly. Your job when writing for a company is to accurately portray them – and there’s no worse way to misrepresent a serious business sector than to sprinkle slang into their dictionary.


Your writing should represent the company’s attitude as well as their aims. The rule of thumb is as follows: if you can’t imagine an accountant, or whatever business you are writing for, uttering the same words you use in their articles, don’t include it.


Perfect your tone of voice


Varying your sentence lengths can aid you in creating the perfect tone for your writing. If you read an email that only includes complex long sentences that just never end, you will not enjoy reading the text.


This will most likely result in a skimmed read – or even worse – only half of it will be read; ultimately meaning your understanding of the email will be limited. This is because the text was flat, lacked variation and rhythm. You should avoid writing in this style or risk your message not being seen at all.


There is no one size fits all when it comes to writing – so whilst one company may want a certain tone, a similar business may ask for the complete opposite. There are a host of different tones your writing could adopt, and your ideal one will depend on several factors such as the values of the company you are writing for and the industry that they work in.


For example, if you are writing an article regarding IR35 for a legal firm, you may decide on a professional, formal yet friendly tone. Alternatively, if the company you are writing for prefer a casual and cheeky approach, you should match their style to make the content more enjoyable.


Be consistent


Previously we discussed the importance of varying your sentence lengths, but you shouldn’t alter everything. Whilst the words you use should be varied to create interest and make the text more enjoyable to read, you should be consistent in your overall message.


If you have established a formal tone on your blog, don’t create a post full of non-standard English and colloquialisms. But why does this matter? Your audience will expect a specific format from your company, and this familiarity helps to make your brand more recognisable.


Are you unsure as to how you can improve your written content? Let us help


The common problems when writing for companies – such as extensive research, lost energy and time – can all be overcome by hiring a copywriter.


Not only can a copywriter provide you with professionally written blogs, articles, and so on, but we also ensure that our work is always at its highest quality. This means you can have the peace of mind our work will engage with your audience and attract new clientele to your business.

Need more details? Contact us

Start your journey to new customers and new orders with More Than Words.


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North Shields, Tyne & Wear NE29 0DW

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