Your website has to have a certain amount of “Street Cred “ in order to be take seriously by your target market – it must relate to your consumer audience in the words used, the sentences constructed, the level of comprehension, as well as its look & feel – or your customers will feel uncomfortable and leave.
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Write Your Website Lingo & Elements to Encourage Trust and Purchases
The specific idioms, sentence constructions, and words related to your targets market consumers must be incorporated into your website Content so that your marketing messages are not lost in their delivery, and there's impact to what you have to say about your Brand, goods or services. In this way language and its variants don't get into the way of comprehension, which is what you need to sell your Brand, goods or services - instead of having prospective customers be distracted and focus on in the inappropriateness of the words or phrases you have chosen to convey that message.
In addition your website should have certain elements that consumers are coming to expect in order to ease their worries about doing business with you and other purchase concerns – for instance using images and videos to convey a feeling of experience and expertise go a long way towards reducing consumer risk of dealing with a new entity – and as well can position your business as the go-to expert with regard to the product and services you have available for sale.
Acting, Speaking and Looking Like a North American Website
North America's consumers speak a certain way, act a certain way and expect certain wording. This means if you're not speaking the North American language to your audience and you want to attract the North American market there will be a disconnect of sorts, with the visitor feeling consciously or unconsciously that something is not quite right - usually resulting in leaving the site without seeing of comprehending your message. This is a key reason why many websites outside of North America experience a very high bounce rate from North American visitors that felt uncomfortable with the content.
If you want People to Listen be "One of the Guys/Girls"
As an example, while certain markets expect and require language, words and construction at a high-school level in order to make a connection with the website visitor, such a delivery would be totally inappropriate for other markets that may require either a more sophisticated language set or technical terms in order to be "one of the guys" that the target market would listen to. Remember that a fundamental aspect of marketing is to be like and to act like your target market consumer so as to reduce stress related to uncertainty or unfamiliarity. This "closeness" to the target market applies to language just as well much as it does to images, videos, message, etc