How to write conversational copy for your small business

Small businesses can't use formal or salsey tones anymore; the modern consumer places more value on authenticity and connection. Formal and salsey approaches create distance and no longer bring engagement. Real faces matter. Real voices matter.

Learn how to write conversational copy for your small business in this how-to guide.

1. Break The Rules

   I've always appreciated strong grammar, and have been known to call out errors. But sometimes rules are meant to be broken (see what I did there?)

   
   

   Clarity should always take priority over stylistic choices. So go ahead and end your sentences with prepositions, use sentence fragments for dramatic impact, and start sentences with conjunctions like "And or "But." Each of these rules has a purpose, but for natural, engaging content, we can change them.

   
   

2. Keep Your Content Short

   The average attention span of an adult is about 8 seconds. That means you have a short window to share all the information you need with your audience. Keeping your content short makes it easier to read and is more likely to increase engagement.
   

3. Use Contractions

   Nobody uses "I am" or "You are" in casual conversation; instead, use contractions in your content: "I'm" and "You're." It's easier to read and keeps the sentence flowing.

   
   

4. Be Direct

   Invite your audience into the conversation by being direct. Use "You," "Your," and "Our" to emphasize their importance.

By keeping your copy conversational, you make it easier for people to connect with your brand and trust what you have to say. When your words feel natural, your business feels more approachable— and that can make all the difference.