Keeping the tone relevant

Content is usually one of the elements that is overlooked, which leaves the user bored or frustrated when trying to interact with the website. It is commonly seen as a placeholder in the design, a secondary feature to the overall look and feel. This is one of the main factors that negatively impact the emotional connection with the user. The content must be structured in such a way that the user can easily find what they're looking for and it must also have substance and add value to the user's journey through the website. Having really good content that's hard to access is counterproductive and just frustrates the user. When referring to content, this also includes instructions, system notification messages, transactional emails, and labels. The user should have clear guidance on what’s expected to continue to the next step.

Other than content with substance, the tone of the copy must resonate with the user. If the targeted user falls in a younger age group between 18-25 years, the tone should be informal with some sense of humor to keep the emotional connection relevant. However, be careful of inappropriate slang or words that might not have the same meaning across different countries or cultures. The way the content is written adds to the personality and gives the website human attributes, thus enforcing an emotional connection.