Content Creation for Web Use: Part Three
Consistency Is Key
Fact // Consistency is a major influence on audience engagement.
Use of clear content construction along with consistent voice and tone should be a standard for high-quality web content development. Rather than having a different voice in each section, web audiences prefer a consistent style throughout.
Moreover, consistency is not simply about engagement and readability. It can also help strengthen your company’s brand and maintain a clear brand message. Carefully and consistently crafted website content builds your audience’s confidence and lends credibility to your overall web presence.
Momenta’s goal in creating a website for customers is to produce an attractive overall structural framework for important website copy to fit within. While it is impossible and inadvisable to have every page look alike, the goal should be of “substantial similarity” in structure and treatment as well as careful use of repetitive design elements that tie everything together. This same concept holds true for the creation of written content as well.
There is an axiom in design that Momenta embraces: “Once is a mistake, twice is style. Three times is a rule” This concept, if applied at every turn, creates a very consistent framework for design and development.
As with construction, voice plays an important role in building consistency. Take the following steps into consideration when building your voice.
- Know your audience // To do this, ask yourself whom you are talking to. To do this, ask yourself whom you are talking to. Consider the characteristics and needs of this audience.
- But seriously, consider your brand voice // If your brand came to life, how would it speak to its audience members? Would it be authoritative? Informative and casual? Enthusiastic and inspirational? Conceptualizing this stylistic element will greatly help strengthen and humanize your brand message.
- Do not forget about structure // In effect, this simply means organizing all you want to say into an effectively succinct and appropriated presentation, modeled to your intended style.
- Remember your tone // You cannot have a voice without tone. They work together to establish an effective, engaging and persuasive narrative for site content. Think of it this way: You would not use the same vernacular or sentence structure to sell both bikinis and cameras. Each audience has unique expectations for the style of delivery. One is light, flirty and fun, the other informative and inspirational. Context is key. The same holds true for website content development.
Your website should be an integrated whole. This “whole” is not limited to include consistent design elements or page structure. As a company and a content creator, you must know your audience and develop a brand voice with compatible tone. Carefully developing this voice and tone lends human attributes like authority and credibility to your message. Finally, you engage and maintain relationships with your audience that supports the larger brand goals.
Would you like to delve deeper into your brand voice, personality and message? Be in touch with our team to discuss our strategic planning package!