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WAHM  > Website Building Tips > Write to Connect

How to Write to Connect with Your Website Visitors


What does it mean to "connect" with your visitors?

In short, it's the ability to create a felt sense of "sharedness" with the people who come to your website. 

In a website about making candles, it can be the shared sense of community.

In a website about taxes, it can be the shared desire to not pay more taxes than required.

Whatever the website is about, the more you can create that emotional bond with your visitors, the more they'll come back and the more they'll recommend it to their friends. 

How do you build that connection? 

=> A Bit of Vulnerability Goes a Long Way 

People want to get to know you. They don't want just the professional face, they want to know the human being behind the professionality. 

Show a little bit of vulnerability. Let them know you share in their problems. 

Ever wonder why those late night infomercials always say things like "You've got X problems? Well I've been there ..." 

That's not to say you should artificially try and build connection by saying you understand. But your readers do want to know your story. They want to know you're like them. They want to know you "get it."  

Share your story. Keep it professional, but keep the human to human connection.  

=> Show Your Expertise 

Why should your visitor listen to you? Although they may not explicitly ask that question, in their minds there's a subconscious part that's always asking that question. 

Before your visitors will really be willing to learn from you, they need to know that you're a credible source of information. They need to know that they can trust your expertise. 

One way to do this is to have a short, simple and highly credibility biography. Another way is to very, very subtly drop hints at things you've accomplished throughout your writing. 

If you truly know your content, you can demonstrate credibility simply by making sure every piece of content you publish is first class. If your content is really that great, visitors often just can't help but be amazed at the level of content you're putting out. That's another great way to demonstrate credibility. 

=> Stay On Top of the Industry 

Are you living, eating and breathing your topic? If you're not immersed in the culture of whatever you're building your business in, your visitors will know. 

You need to speak the language. Every industry has its own lingo and ways of speaking. You need to know when things change, often before your readers know. 

If you're a consultant in the medium sized business range and IPOs are starting to take off again while acquisitions are receding, you need to know that. If a certain tax loophole that was popular just got shut down, you need to know that.

When people can look at you and say ... 

"That guy is like me, he feels my problems and understands where I'm coming from - AND He's a credible expert who knows exactly how to solve my problems - AND he's a real human being who I really enjoy"  

... Then you've really built a phenomenal bond with your visitors.

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