Yes, your business is very serious and is the difference between having a nice meal with your family or not eating that night.

Yes, that means you need to sell that extra 10% of your product on your website.

Yes, to achieve that 10%, you signed a £20,000 contract to “Blue Chip Landing Page Solutions Conversions Experts Corporation”

No, that doesn’t mean you need to be absolutely dead serious about absolutely everything on your site, marketing channels and all of your tweets.

Okay, this might not apply to every industry, it might not even apply to most industries, but I really like companies that can say something funny or awesome or not make me feel like I have to buy from them whilst wearing a £600 suit.

Comfort

Make me feel comfortable on your site and I’m much more likely to convert, as are a lot of other people. If I feel like I’m in my comfort zone, the website makes me smile, feel good about myself, look awesome or make me open my mouth like a cartoon then I’m likely to feel more positive about your brand and buying products from your site.

Most of this can be achieved with the right language when trying to push users towards a conversion (**Usability**), with the right language people will feel more relaxed and buy into the ethos of your business more. If they agree with/like your business then they’ve got much more chance of liking your products and continuing to like them in the long term. So you win.

Want some inspiration? Some of my favourite businesses that do this are page.ly, SEOMoz and WP Engine. Check out some of their language they use. Cool.

If you’re having trouble with your conversion rate or returning customers, try it out. Track your audience, see what kind of language they use and what the common age demographic is. If it’s a young or modern audience try and relax on your site content.

Anyone who does this, please share the results with me because I’d love to see your results and share your success using this method.