When it comes to creativity, a lot of web content tends to err on the side of caution. After all, creative writing is generally reserved for novelists and poets – and shouldn’t really have a place in business, should it?
I’d personally disagree with this view. True, business web content should be sharp, concise and informative. However, that doesn’t mean it must be a carbon cut-out of every other site out there. Neither does it mean that it shouldn’t use language creatively!
Why Creative Writing Works
Firstly, a disclaimer. When I’m referring to creative writing, I don’t mean waffle. Neither do I mean pointlessly flowery language. This type of writing has no place in business content (nor in a good work of fiction, in my opinion!).
However, using language to inspire, rouse emotion, or paint a picture, is a highly effective approach. When a reader is presented with dry, unimaginative text on a web page, they’re unlikely to want to buy. When they’re immersed in the content, and experiencing an emotive or intellectual response, then they’re engaged – and that’s exactly what you want them to be.
What Can Writing Creatively Achieve?
Use of creative writing can:
- Bring a product or service to life. The right words can help explain a product’s function, identify what’s so awesome about it, and inspire the reader to invest.
- Inspire an emotional response. The reader suddenly feels a connection to the product, service or even your company. They develop trust in it, and understand (on a personal level) how it can enrich their life.
- Get readers thinking. Good use of creative language can get your customer pondering. It can make them linger on your page, which is good news in terms of SEO. It arouses curiosity, inspiring them to browse your site for more information.
What Creative Writing ISN’T in Web Content
Creative writing should never be:
- Self-indulgent. The focus should always be firmly on the customer and their needs, not your own. It’s great to tell a story about your company, but only if it’s of benefit to the reader.
- Too wordy. Never use words for the sake of it. Stick to simplicity. After all, what’s the point in using 100 words to say something that can be said in just 10? Also, avoid jargon or complex language, unless it’s appropriate for your target audience.
- Flowery. Language is at its most beautiful (and effective) when it focuses on the truth of the matter. In my opinion, flowery descriptive words tend to be redundant – and can adversely affect the customer’s opinion of your site.
Creative Writing at DWC
We’re all highly experienced copywriters, and are passionate about creating content that resonates on a personal level. Additionally, Lucy Banks is a published author – so has plenty of experience creating creative content!