Category: writing with clarity

business blogging, business communication, business writing, tone, writing better, writing well, writing with clarity

5 Ways to Boost Your Writing Style and Tone for Business

1. Know the purpose of your document. Let it determine the appropriate writing style and tone.

  • Emails: People often write them like they speak, with relaxed language, using contractions and slang (“Let’s talk soon.”). Depending on company culture, internal memos may use more formal wording, forgoing humor and emojis. It may use neutral pronouns to remove potential bias.
  • Articles, web pages, newsletters, social media, and blog posts: Those that inform can include more neutral wording than those that entertain. If you want to interest people in buying a product or a service or to support something, you may use persuasive wording with psychological triggers, like emails warning of a sale that will end soon.
  • Crisis communications: When an emergency strikes on a mass scale, consider the gravity of the situation. Serious topics, such as widespread layoffs, a mass killing, or a harmful virus need care and sensitivity. Depending on the circumstances, it’s more empathetic to deliver the news by phone, video, or in person.

2. Simplify. Large blocks of text can be hard to read online, especially without proper formatting. Shorter words, sentences, and paragraphs free of jargon are easier to read. Add a list or bullet points to reduce blocks of text to improve scannability. Write in an active, rather than a passive voice, which fosters complex words and phrases.

3. Clarify. Explain complex concepts. Use examples. Add links to boost comprehension and save words. Insert images if they will enhance your explanation.

4. Show empathy, respect, and sincerity. Think about who your reader is, where they’re at, and what they struggle with.

  • End your email with a greeting.
  • Use the words “please” and “thank you” as appropriate.
  • Consider writing for inclusivity: different races, ethnicities, and people with disabilities.
  • Consider how readers from another culture may interpret your message.

5. Proofread. As a Forbes article declared, typos, especially lots of them, can make you look sloppy or “kill your brand.” Spell-checking software maker Grammarly reported in their study of 100 LinkedIn profiles of native English speakers that it can affect a professional’s ability to be promoted. They found that the profiles of people who weren’t promoted to a director-level position in the first ten years of their careers had 2.5 more errors than those who advanced.

Need to improve the tone or other parts of your writing to boost your image and your success? Consider a business writing coaching session.

BOOK A COACHING SESSION

What kind of tone works for you in your writing? Feel free to comment below.

Quotes

“Don’t you type at me in that tone of voice.” ~ Anonymous

“A writer doesn’t have a soundtrack or a strobe light to build the effect she wants. She has conflict, surprise, imagery, details, the words she chooses, and the way she arranges them in sentences.” ~ Adair Lara

subheadings, titles, writing, writing advice, writing better, writing well, writing with clarity

5 Ways to Hook Readers With Your Subheadings

1. Move from the general to the specific. As one whiskey maker put it, “Don’t be vague — ask for Haig.”

Example: Scenarios for Changing Trusts
Revised: How to Divide Trust Assets Fairly

Another way to clarify your subheadings (and improve SEO) is to use questions people ask from Google’s Instant or Answer box or Answer the Public.

Example: When Should You Decant a Trust?

Several subheadings in a long article can form a table of contents.

2. Keep count – In a study of 100 million article headlines by digital marketing experts BuzzSumo, the top two most engaging headlines began with a number.

Example: 7 Ways NOT to Win an Argument

Numbers in headings can also help your SEO. For instance, many top-ranked pages have numbers in the titles and subheadings. They’re timeless attention-getters in ads and on magazine covers.

3. Add benefits – Think of subheadings as part of the content that helps promote your piece throughout. Feature a different benefit in each subsection.

Example: Sharpening Your Subheads to Build Engagement

4. Get active – Through action verbs and persuasive wording, subheads can lead into a call-to-action.

Example: “Listen to music ad-free and offline, free until December 6, 2022. Cancel anytime.” (Spotify)

5. Use moderation – Explain, but not too much. Leave some mystery with simplicity.

Example: How Sears Keeps its Promise

 

Interested in repurposing or re-posting your existing content? Consider a makeover to help increase impressions.

BOOST YOUR ENGAGEMENT

 

How have you used subheadings effectively? Feel free to comment further below.

Quotes

“Subheadings are like signposts for your readers.” ~ Cinden Lester

“Write subheads that reveal, rather than conceal, your contents.” ~ Ann Wylie, Wylie Communications

Comments? Suggestions? Need help with your communications? Contact me.

business communication, business writing, clear writing, writing advice, writing more clearly, writing well, writing with clarity

5 Ways to Think Clearly to Write Clearly for Your Business

1. State the theme or goal – To write clearly for your business, jot what you want to say and why in one sentence. This sentence may serve as a guide throughout, helping you keep to one topic.

Someone reading a book on a table.

2. Know your reader – Put yourself in their shoes. Marketers often espouse the concept of personas, creating sketches of an average reader. For example, what does your average reader look like? Where do they live? What do they do? Thinking about them can help you refine your concept and the language you’ll use to reach them.

3. Think through it – Consider the 5 W’s and the H of journalism: who, what, when, where, why, and how. As part of critical thinking — based on information gathered from observation, experience, reflection, reasoning, or communication, connect these parts logically to each other, building on each point. Follow a logical progression of ideas. Talking to others about these concepts before you begin can help you clarify your ideas and expose you to other views.

4. Set boundaries – Decide on the format and structure — outline the key points. Or, as prewriting practice, write through your concept in a series of numbered steps. Or pretend you’re writing a Twitter post and break each thought into bullet points or numbers. This can help you arrange your thoughts logically.

5. Prime your mind – Before you write, read pithy prose by Ernest Hemingway, E.B. White, William Zinsser, or the greats in your genre as examples of how to keep it simple.

Is your writing as clear as mud? Find out how to turn your gibberish into everyday English to gain the right clients.

BOOK A FREE COACHING SESSION

How do you think clearly to write clearly? Feel free to comment below.

Quotes

“Writing is thinking. To write well is to think clearly. That’s why it’s so hard.” ~ David McCullough

“Anyone who can think clearly can write clearly. But neither is easy.” ~ William Feather

building trust, web copywriting, writing advice, writing better, writing in plain english, writing more clearly, writing professionalism, writing well, writing with clarity

5 Checks for Trustworthy Website Content

How do you check if a website is trustworthy? The answer can make the difference between prospects who contact you or click away. Because trust is more than a feeling.

You might want to revisit your site to to improve key parts to send the right trust signals: signs visitors look for before they contact you or decide to buy. Use this checklist as your guide to what to consider and why it matters. Then try some of the steps and see how your site converts visitors into leads.

How to Know if a Website Content is Trustworthy

1. Transparency – A Huff Industrial Marketing report reveals visitors want more details about a company or organization, like:

  • Contact info
  • An “about” page with team bios
  • Pricing
  • Taxes or shipping fees

These all boost the chances of a sale. You can offer just enough information to satisfy curiosity.

Pricing: “Should I show prices or keep them private?” is a question service providers ask, fearing transparency could derail sales or that they’re limiting their income options. But the opposite might be true: being upfront helps you weed out the wrong customers — those who can’t afford you.

A hand marking a checklist with a black pen — a concept for a trustworthy website check to ensure quality and credibility factors are met.

A way around price-based objections is to show a starting price or a fee range. Adding what’s included in the pricing emphasizes the value customers get for their money.

Example: Our estate plans range from $1,200 (a simple will) to $4,500 (a will or trust, power of attorney, living will), depending on the complexity. For a custom estimate, contact us.

Contact info: A clear identity shows you have nothing to hide — and that you stand behind your expertise. If a visitor isn’t sure who’s behind a website or how to contact them, they’re more likely to look elsewhere. Have an easily accessible “About” page, physical address, phone number, and an email.

Service providers can waffle over whether to offer just a phone number or a contact form. To cover all the bases, show both, along with hours of operation or scheduling options that are easy to spot. If applicable, show directions and a map.

Example: Add your phone number as a clickable link and a “Book a 15-minute consult” button in the web page header and sticky footer with an hours block.

Offer a sample of deliverables, the onboarding process, or project scope: Lack of time, a fear of potential legal hassles, or of oversharing are among the reasons providers leave this out.

Something as simple as a “what’s included” or “what to expect” table under each product or service, or a link to a file clarify an offer. It removes friction, easing the buying process. Buyers know what they’ll get, must do, or how long it will take.

Example:

How A+ Accounting works in 3 steps:

  1. Intake and documents (week 1): 30-minute call + send paperwork.
  2. Complete and review (week 2): We send you the complete drafts; you review.
  3. Finalize, pay, and file (week 3): You pay, sign, and we file for you.

State your support terms, guarantee, or refund policy: Companies can avoid offering guarantees and similar assurances because they might have to honor them. But they reduce customers’ perceived buying risks, including the cost and commitment involved — and show your dedication to providing quality work.

Example: If we don’t meet deliverables in 30 days, we’ll [fix/credit/refund X%]. See terms. (Link to short policy.)

Questions to ask for a trustworthy website check:

  • Can I tell who is behind this website?
  • Is there a physical address, phone number, and an email listed?
  • Do potential customers know the value they’ll receive for their money?
  • Do they know what to expect if they buy from me?
  • Have I given visitors enough information to reduce their risks (or objections to) buying from/working with me?

2. Professional Design – When you visit pages that load in minutes or feel lost while internet surfing, you know how frustrating that is for visitors. Other issues, like broken links, outdated information, or technical errors make a site seem abandoned or unreliable.

Questions to ask:

  • Does my website look professional, or does it look like it was patched together?
  • Are there broken links or confusing menus?
  • Is the website easy to use on my mobile device?
  • Is the design consistent?

3. Content Quality and Timeliness – The Nielsen Norman Group (NNG) reports that a trustworthy website has error-free copy. “Fuzzy” facts and spelling, punctuation, and grammatical mistakes can make your business or organization look sloppy. But quality, up-to-date, and accurate information helps your site stand out. It shouldn’t rehash content available elsewhere.

Jargon: The Huff study also states website copy should be free of industry-specific terms (unless your target market uses them). If it’s not clear and easy to understand, it can confuse readers and increase their fear of buying.

Example:

Estate planning your way. What to expect:

  • A one-hour planning call + checklist
  • A drafted will or trust document (1–2 revisions)
  • A signed plan delivered and stored securely
A checklist of five elements for a trustworthy website check including transparency, professional design, content quality, security, and social proof.

Timeliness: Both studies reveal trustworthy website copy should be current.

Show your expertise: Visitors want to know who they’re working with and their level of experience. Offer author bios with titles and credentials and link to professional profiles. Photos and personal touches such as likes or dislikes build trust and reliability.

Example: Jane Smith, Partner — 14 years’ handling elder law and estates. Admitted: NY (2011). Published in State Bar Journal. [LinkedIn] [Full bio]

Reveal your sources: Businesses sometimes don’t disclose sources for claims due to the work involved and potential data privacy concerns. Articles should be well-researched, accurate, and answer customers’ questions. Reference claims through naming and linking to sources, press coverage, or show screenshots of data.

U.S. Federal Trade Commission rules require that advertising claims be truthful, non-deceptive, and evidence-based.

Questions to ask:

  • Is the information on my website accurate?
  • Is the content outdated? (e.g., copyright year, last blog post)
  • Are there lots of spelling and grammar mistakes?
  • Does the content seem original, or is it generic and copied from elsewhere?
  • What are the content writer’s qualifications?
  • Is the information cited from credible sources?
  • Does the author or organization have a clear bias?

4. Security and Privacy – Visitors need to feel that their personal and financial information is safe, especially on e-commerce sites. A secure connection and clearly displayed privacy policies and terms of service protect user data and build confidence.

Businesses can find this to be too technical and emphasize the website’s look and feel, but trust and security signals, including for accessibility, show you’re up-to-date with industry best practices.

Questions to ask:

  • Is my website secure? (e.g., does the URL start with “https://”)
  • Is there a privacy policy that clearly explains how visitor data will be used?
  • Does the site have any security badges or certifications?

5. Social Proof and Community – People often look to others to validate a website’s credibility. Highlight testimonials, client lists, customer reviews, and other third-party verifications (like industry awards or mentions in reputable media).

Businesses don’t show credentials or mentions because getting permission takes time, yet outside endorsements carry more weight.

Example: “As seen in / partners / press” with direct links.

Testimonials: How many do you need — and where should they go? When customers make decisions, quality beats quantity. Three to five short quotes can be convincing.

Reviews: Businesses often prefer to hide any negativity. But an honest display of reviews, including mistakes, can enhance your credibility. Your response to problems — whether you try to resolve them or remain silent — shows how you work with customers and affects your image.

Example: We post and respond to reviews — here’s an example and how we resolved a customer’s problem.

Case studies: They can be time-consuming and require permission from the people you feature. But real numbers and concrete — rather than generic outcomes — outside of promises — can convince visitors your products or services are effective.

If you must do so, keep client names confidential. Sharing metrics like A/B test results can reveal competitive tactics or client agreements.

Example:

  • Case snapshot: Estate cleanup
  • Problem: Client faced probate delays and missed filings.
  • Action: Reorganized estate plan and filed petitions; coordinated with trustee.
  • Result: Case closed in 5 months vs typical 10+ months; client reported reduced legal costs. [Read more / download PDF]

Questions to ask:

  • Does my website have testimonials, reviews, or case studies from real customers?
  • Are my reviews and social media activity genuine?
  • Has my business been featured in other credible publications or organizations?

To get started, for quick credibility wins, focus on the first three items: contactability, a smooth user experience, and timely, quality content. These reduce the most decision friction for clients and are easy for a firm to do without selling.

As time permits, follow through with more transparency about how your business handles security and privacy and with evidence to support your claims.

Trustworthy website content is crucial for gaining the right clients because when they see your value, they’re more likely to work with you.

get the checklist to reach the right clients

What do you think about building trust through your website? Feel free to comment below.

QUOTES

“What we now consider a ‘quality’ website design looks very different from a reputable website of the past, but what influences the perception of quality has not changed and will not change in the future.” – Aurora Harley, Nielsen Norman Group, “Trustworthiness in Web Design: 4 Credibility Factors“

“State what your company offers — and the challenges you solve — in jargon-free language.” ~ Huff Industrial Marketing, KoMarketing, & BuyerZone, “2015 B2B Web Usability Report”

words, writing advice, writing better, writing more clearly, writing professionalism, writing redundancies, writing well, writing with clarity

5 Ways to Make Your Writing More Interesting

1. Variety – We all tend to repeat certain words. Repetition isn’t always bad, but if you use the same terms often and they seem redundant, try different ones. They can make your writing more interesting.

Example: “John’s Nursery and Greenhouse offers everything for your gardening needs in its new heated greenhouse.”
Revised: “John’s Nursery and Greenhouse offers everything for your gardening needs in its new heated store.”

2. Challenge yourself – Mix things up. Move from general to more descriptive terms, such as “German Shepherd” vs. “dog.” Adding minor details can make your writing less generic and more specific.

3. Cut the glut – If you’ve written several passages with the same meaning or that point to obvious information, remove them.

Example: “My conclusions are at the end.”

4. Rehab your vocab – Open a dictionary and point at a page and read about the word you land on. Do crosswords and other brain teasers. A game of Scrabble on your smartphone or with a partner can be fun. Read classic books such as “It Pays to Increase Your Word Power” and “30 Days to a More Powerful Vocabulary” to expand your verbal horizons.

5. Use more pronouns – When you refer to a person, place, or a thing more than once, use a pronoun (“him,” “her,” “it,” “them,” etc.).

Example: “George kicked the can down the road. George then hopped on his bike to go to the store.”
Revised: “George kicked the can down the road. He then hopped on his bike to go to the store.”

How do you make your writing more interesting? Feel free to comment below.

Do your newsletters, blog posts, and other content have all the ingredients they need to engage readers? If you need to add some “spice” to keep people coming back for seconds, contact me.

Quotes

“The key is using repetition deliberately, consciously, and strategically. If you don’t think it can be effective, imagine if Shakespeare had had Macbeth say: ‘Tomorrow, and the next day, and the one after that, creeps in this petty pace from one twenty-four-hour period to another.'” ~ Ben Yagoda, “How Not to Write Bad: the Most Common Writing Problems and the Best Ways to Avoid Them.”

“Duplicate, sequential words result from fairly common sentence constructions, and repetition is often recognized as a typo.” ~ Writer’s Relief

Comments? Suggestions? Need help with your communications? Contact me.