If two corporate websites met in a bar, how would their "conversation" go?
 
Website 1: "I'm the leading provider of scalable systems allowing actionable data outputs for service lifecycle management."
 
Website 2: "I'm a custom software development company specializing in the rapid development of highly maintainable and dynamic programs to meet custom client specifications."
 
Website 1: "I have a cohesive team of individuals who have been seasoned by experience with clients ranging from the nascent to the mature players in their arenas."
 
Website 2: "My managed services package includes proactive and reactive elements and employs sophisticated technologies to foster success."
 
Can you see these lonely little sites talking to each other? They're not exactly making a connection, are they? Of course not, and they're certainly not making a connection with any human being either.

Don't set your website up for rejection! Here are three tips to keep in mind when you're creating content for your website.

1. Write like a Person
No one wants to talk to a robot, and very few people want to read copy that sounds like it was generated by a machine. One way to write more personable copy is to imagine you're talking to someone--e.g., your ideal customer--as you create the copy.
 
Another key to writing like a person: Don't use the special vocabulary of your industry as a crutch. Jargon and buzzwords create an insider pretense that pushes most people away. You can explain what you do much more powerfully by using everyday, concrete nouns and action verbs.

How would you explain what you do to your friends or family? Use that same conversational tone and accessible language for your site copy.
 
2. Get at Emotional Need
Rather than talking about what your company does, show you understand your prospect's problem.

Put yourself in your customer's shoes and imagine what events have lead up to her arriving at your site. What challenges is she facing that she'd like help resolving? Specifically address those in your copy. Show what your company does from your customer's perspective.

When you communicate the value of your offering only from your perspective, you leave it to your reader to figure out what that means for her. Don't leave it open to interpretation! 

Another angle to consider: Why do your customers love you? Provide examples (case studies, anyone?) and be specific.
 
3. Persuade People to Stay Engaged with Your Company
Don't let your site be a passive promotional piece. Make it personable enough to grab and keep those prospects!
 
Give visitors a chance to interact with your company on your site. Publish articles that will be of value to them and enable readers to comment.
 
Make it easy for them to reach a real person. Contact info--preferably the kind that offers a name to go with it--should be available on every page of your site.
 
Let them opt-in to your email newsletter on your home page and/or other pages that may be more effective.
 
Regularly refresh your content! It keeps people (and search engines) interested.