Make User-Centered FAQ Pages that Actually Help Your Potential Customers

Make User-Centered FAQ Pages that Actually Help Your Potential Customers

by Ree Content Marketing Copywriting UX

Imagine that one of your potential or current customers is desperately seeking help, and they land on your website. They find your FAQ page, scroll through dozens of entries about your “mission” and “values,” but can’t find the simple answer they need.

They leave and go on to the next website, still searching for answers. You’ve lost them.

91% of customers say they’d use an online knowledge base if it met their needs, but most FAQ pages fail them. They’re filled with corporate jargon and questions nobody actually asks.

The problem isn’t that FAQs don’t work—it’s that most companies build them backwards. They write questions they want to answer instead of questions customers actually ask. This guide shows you how to flip that script. You’ll learn exactly how to find the real questions your users are asking, organize them so people can actually find answers, and create an FAQ section that builds trust instead of frustration.

Contents

Source: ThirdEyeDesigners

Why Most FAQ Pages Are Inadequate

Most companies treat their FAQ section as a place to dump corporate talking points. They use it to explain policies that benefit the company, not to solve customer problems.

If your FAQ page isn’t helping people, it’s a waste of time.

The disconnect between company priorities and user needs

When you write “What makes our company special?” instead of “How do I return a damaged item?”, you’re wasting everyone’s time. Customers don’t care about your award-winning customer service philosophy when they’re trying to figure out shipping costs.

67% of customers prefer self-service over speaking to a company representative. They’ll only use self-service if it actually works.

But when your FAQ is full of vague answers and marketing speak, you force people to contact support anyway. That ineffective FAQ page increases your costs and frustrates your customers.

The cost of poor FAQs

Poor FAQs have real business consequences. They lead to:

  • Increased support tickets and calls for simple questions you could’ve answered online
  • Cart abandonment when shoppers can’t find basic information
  • Lost sales because customers give up and go to competitors
  • Damaged credibility when your “Help” section doesn’t actually help

Instead, of thinking about what you want to say, start thinking about what your customers need to know.

How to Find The Questions Your Customers Ask

You don’t need to guess what questions to answer. Your customers are already telling you—you just need to listen. Here’s where to find the real questions that matter.

Mine your customer support tickets and email inquiries

Your support inbox is a goldmine. Every ticket represents a question your FAQ should’ve answered but didn’t.

  • Start by reviewing your last 200 support tickets or inquiries. Look for patterns. You’ll notice the same questions appearing again and again.

    According to customer service data, about 70% of support inquiries fall into just 10 to 15 common question categories. Those repeated questions belong in your FAQ.
  • Pay attention to the exact words customers use. If 10 people ask “Can I change my order after I place it?” that’s an FAQ question.


Check your live chat transcripts

Live chat shows you what confuses people in real-time. Unlike support tickets, chat transcripts capture the moment of confusion. You can see exactly where customers get stuck in their journey.

Review 50 to 100 recent chat sessions or comments. Which pages do people visit where questions come up? If everyone chatting from your pricing page asks the same question, you need to add that to your FAQ.

Analyze your website search data

Your internal search bar tells you what people can’t find on their own. Log into your website analytics and pull up your site search reports.

Listen on social media

People ask questions on social media because they couldn’t find answers on your website. Check your:

  • Facebook and Instagram comments on your posts
  • Twitter mentions and DMs
  • LinkedIn company page comments
  • YouTube video comments if you have a channel

You’ll find questions you never thought to address. Social media gives you unfiltered feedback about what confuses people or what they wish you’d explain better.

Read your product and service reviews

Reviews aren’t just about ratings—they’re full of questions and confusion. Browse your reviews on your site, Amazon, Google, TrustPilot, Yelp, or industry-specific platforms.

Look for reviews that mention confusion or difficulty. Comments like “I wish I’d known this before buying” or “It would be helpful if they explained…” show you missing FAQ topics.

85% of consumers read up to 10 reviews before making a purchase decision, so addressing concerns in your FAQ can directly impact sales.

Talk to your sales and support teams

Your front-line teams hear everything. They know which questions come up daily and which explanations customers struggle to understand.

Schedule monthly FAQ check-ins with these teams. Ask: “What questions did you answer this week that we should add to the FAQ?” They’ll give you specific, actionable insights you can’t get from data alone.

The Best Research Methods to Find User Intent in Searches

Finding questions is step one. You need to understand why people ask them and how they think about their problems.

Set up a tagging system

Create a simple system to categorize every support inquiry. You can use tags like:

  • Pre-purchase questions
  • Shipping and delivery
  • Returns and refunds
  • Account issues
  • Technical problems

Tag at least 100 tickets/emails to find customers’ search patterns. You’ll quickly see which categories generate the most questions. Companies using structured ticket categorization reduced response times by 36%.

Track question frequency in a spreadsheet

Build a simple spreadsheet with columns for:

  • The question (in customer’s words)
  • How many times it appeared
  • Which channel it came from
  • Priority level (high/medium/low)

Update it weekly. Questions that appear 10+ times are high priority for your FAQ. Questions that appear once might not need to be there at all.

Use keyword research tools

Toolbox with different SEO monitoring icons

Tools like Google’s “People Also Ask” feature, Answer the Public, and your SEO platform show you what people search for online.

Enter your main topic and see what questions Google suggests. If Google thinks these questions are important enough to show in search results, they should probably be in your FAQ. Research shows “People Also Ask” (PAA) boxes appear in 85% of Google search results, making them a reliable indicator of common questions.

Run card sorting exercises with real users

Source: Interaction Design

Card sorting helps you understand how people naturally group information.

Test with 5 to 10 people from your target audience. Give your research participants 20 to 30 FAQ topics written on cards (physical or digital). Ask them to organize the cards into groups that make sense to them.

This is a great way to learn how they think about your content. Maybe they group all payment questions together, while you had them scattered across “Billing,” “Subscriptions,” and “Refunds.” Use their mental model to design the structure of your FAQs.

Conduct user testing on your current FAQ

Watch real people try to use your existing FAQ. Give them specific tasks like “Find out how to cancel your subscription” and observe where they struggle.

You can test with just 5 participants to see 85% of usability problems. You’ll see which questions are hard to find, which answers are confusing, and where your organization breaks down.

Write Answers That Actually Help People

Source: VRBO

Finding the right questions matters, but your answers need to deliver. Here’s how to write FAQ answers that people can actually use.

Use your customer’s language

Write like your customers talk, not like your legal team talks. If customers say “cancel,” don’t write “terminate your subscription agreement.” If they say “broken,” don’t write “manufacturing defect.”

Review 10 support tickets and note the exact phrases customers use. Those phrases become your FAQ vocabulary. Plain language improves comprehension. Readers with low literacy skills understand 70% of plain language content compared to just 30% of complex text.

Front-load the answer

Don’t make people read three paragraphs to find what they need. Start with the answer, then add details if needed.

  • Poor: “Our company values customer satisfaction. We’ve designed our return policy with flexibility in mind. After careful consideration of industry standards…”
  • Way Better: “You can return items within 30 days for a full refund. Keep your receipt and original packaging.”

The second version respects your reader’s time.

Keep answers scannable

Source: Ahrefs

Most people scan—they don’t read word by word. Make scanning easy with:

  • Short paragraphs (2-3 sentences max)
  • Bullet points for lists or steps
  • Bold text for key information
  • Clear headers that describe what’s in each section

People only read only 20-28% of words on an average web page. Make those words count.

Include specific examples

Abstract answers create more confusion. Concrete examples make everything clear.

  • Instead of: “Shipping times vary based on your location.”
  • Write: “Shipping takes 2-3 business days within the continental US, 5 to 7 days to Alaska and Hawaii, and 7 to 10 days internationally.”

Numbers, timeframes, and specifics eliminate ambiguity.

Add visuals when they help

Some answers work better with screenshots, diagrams, or short videos. If you’re explaining how to use a feature, a 30-second video beats 300 words of text.

But only add visuals when they actually clarify something. Don’t add images just for decoration. Every element should have a purpose.

Smart Ways To Organize Your FAQ Architecture

Source: ResearchGate

Even perfect answers won’t help if people can’t find them. Your FAQ structure determines whether users get help or give up.

Group by the customer journey stage

Source: Funnelytics

Organize questions around where customers are in their relationship with you.

Before buying:

  • Pricing and payment options
  • Product features and specifications
  • Shipping and delivery

During use:

  • Getting started guides
  • Common tasks and how-tos
  • Tips for better results

When there’s a problem:

  • Troubleshooting steps
  • Returns and refunds
  • Contacting support

This structure matches how people think. A potential customer doesn’t want to wade through troubleshooting questions. (Someone with a broken product doesn’t care about your payment plans.)

Create clear categories with descriptive names

Your category names should be obvious. Don’t get creative here—clear beats clever.

Clear, intuitive category names:

  • Orders and Shipping
  • Returns and Refunds
  • Account and Billing
  • Technical Support

Unhelpful category names:

  • Getting Started (too vague)
  • Miscellaneous (meaningless)
  • Customer Care (what does this include?)

Clear labeling can improve task completion rates by up to 35%.

Make your search function work hard

Source: SearchStax

Your FAQ search needs to be smart. But building a fancy search function might not be realistic or necessary.

  • If you have fewer than 25 FAQ questions, you probably don’t need search at all. A simple, well-organized page with clear categories and a table of contents at the top works fine. Users can scan and find what they need quickly.
  • If you’re using a website builder like Squarespace, Wix, or WordPress, many come with basic built-in search. Turn it on if you have it, because even simple search is better than none. Most platforms include this feature in their standard plans.
  • For growing solopreneurs with 50+ FAQs, consider these free options:
    • Use your platform’s native search and make sure your FAQ titles include the exact words customers use
    • Add a “jump to section” table of contents at the top of your FAQ page with clickable links (just like this article)
    • Try Algolia’s free tier (up to 10,000 searches per month) if you need something more powerful
    • Use Google Custom Search Engine (free with ads, or $5/month without ads)

Don’t stress about having the “perfect” search experience. A well-organized FAQ with clear headings and a ctrl+F-friendly structure beats a poorly organized FAQ with expensive search any day.

Don’t make everyone scroll to find common questions. Put your top 5 to 10 questions right at the top of your FAQ page where everyone can see them.

Update this list quarterly based on your analytics. The questions people viewed most last month should be prominently displayed.

Technical SEO For Your FAQ Content

Good FAQs help customers. SEO-optimized FAQs help customers find you in the first place.

Source: RankMath

Use FAQ schema markup

Schema markup is code that tells Google “this is a question and answer.” It can make your FAQs appear in search results as rich snippets; those expanded results that show the question and answer right on the Google search page.

Pages with FAQ schema have been shown to get more clicks than regular listings. It’s worth the technical effort or asking your developer to add it.

Structure each question as a heading

Use H2 or H3 (subheading) tags for your questions (the heading above is an H3). This helps screen readers, improves accessibility, and tells search engines these are important questions.

Don’t just bold your questions, use proper heading tags. Search engines pay attention to headings when deciding what your page is about.

Target long-tail keywords

Long-tail keywords are specific phrases people actually search for. “How do I track my order?” is a long-tail keyword. “Tracking” is not.

Write your FAQ questions the way people search. Google Search Console shows you the exact phrases people use to find your site. Use those phrases as your FAQ questions when relevant.

Source: StickyPins

Over 50% of internet queries use voice search to find answers. Voice searches tend to be longer and more conversational than typed searches.

So for your FAQ page, write questions in natural, conversational language that matches how people speak.

Source: Japanese Class

Maintain And Improve Your FAQs Over Time

Your FAQ isn’t a one-and-done project. It needs regular care to stay useful.

Review quarterly

Set a reminder to review your FAQ every three months. Check that:

  • All information is still accurate
  • Links still work
  • Product features haven’t changed
  • Policies are up to date

Nothing destroys trust like outdated information. If your FAQ says “we ship within 24 hours” but you changed that policy six months ago, you’re creating problems instead of solving them.

Source: Powerslides

Add new questions as they emerge

When you get the same question multiple times, add it to your FAQ page ASAP. Keep your FAQ fresh and responsive to current customer needs.

Archive outdated questions

If a question no longer applies, remove it. Don’t leave it there with a note saying “this feature no longer exists.”

Don’t neglect to update your FAQs because old, irrelevant questions make your FAQ harder to navigate. They waste your users’ time sorting through them, and make your business look sloppy.

Track your FAQ metrics

Guy with braids looking at analytics data lightbulb moment

Use analytics to monitor:

  • Which FAQ questions get the most views
  • How long people spend on FAQ pages
  • Whether people contact support after viewing an FAQ
  • Search terms that lead people to your FAQ

If a question gets 1,000 views a month but your bounce rate is 90%, that answer isn’t working. Test a clearer version and see if engagement improves.

Common FAQ Mistakes To Avoid

Even with good intentions, it’s easy to mess up your FAQ. Watch out for these common problems.

Source: RCR Financial

Writing in corporate voice

Your FAQ should sound like a helpful friend, not a legal document. Compare these examples:

  • Corporate: “Upon receipt of your inquiry, our customer success team will endeavor to provide resolution within the timeframe specified in our service level agreement.”
  • Helpful: “We’ll respond to your message within 24 hours on business days.”

The second version is easier to understand and gets to the point.

Making answers too long

If your answer is three paragraphs long, break it into smaller pieces or use bullet points.

Give people the core answer fast, then add details for those who need them.

Using your FAQ as a dumping ground

Just because someone asked a question once doesn’t mean it needs to be in your FAQ. Focus on questions that come up repeatedly. A FAQ with 200 questions helps nobody—it’s too overwhelming to use.

Forgetting mobile users

More than 50% of web traffic comes from mobile devices. If your FAQ is hard to navigate on a phone, you’re failing most of your audience.

Test your FAQ on your phone right now. Can you easily:

  • Scan the categories?
  • Use the search function?
  • Read the answers without zooming?
  • Navigate back to find another question?

If any of these are difficult, you need to fix your mobile design to give customers a better experience.

Wrap Up

Your FAQ page should be one of your hardest-working assets. When built with real user questions and organized around how people actually think, it reduces support costs, builds trust, and helps customers succeed faster.

The key is to stop guessing what people want to know and start listening to what they’re already asking.

Your customers are searching for answers right now. Give them a FAQ page that actually delivers. Your support team will thank you, your customers will trust you more, and your business will benefit from the reduced friction.

The best FAQ pages don’t feel like FAQs at all—they feel like a helpful friend who knows exactly what you need.

References

Customer Effort Is at an All-Time High — Is Search the Key? (2025). Coveo. Retrieved from https://www.coveo.com/en/resources/reports/2025-cx-relevance-report/

Customer Service Benchmark Report. (2025). Freshworks. Retrieved from https://www.freshworks.com/resources/customer-service-benchmark-report-2025/

CX Trends. (2025). Zendesk. Retrieved from https://www.zendesk.com/customer-experience-trends/

From me to we: The rise of the purpose-led brand. (2018). Accenture. Retrieved from https://www.accenture.com/us-en/insights/strategy/brand-purpose/

Hitches, L. (2024). Structured Data for FAQs: Using FAQ Schema for SEO. Lawrence Hitches. Retrieved from https://www.lawrencehitches.com/faq-schema/

How to optimize your Mobile app for voice search in 2025. (2025). Smarther. Retrieved from https://www.smarther.co/blog/how-to-optimize-your-mobile-app-for-voice-search/

Montii, R. (2023). FAQ Schema: A Guide for Beginners. Search Engine Journal. Retrieved for https://www.searchenginejournal.com/schema-markup-guide/faq-schema/

Nielsen, J. (1997). How Users Read on the Web. Nielsen Norman Group. https://www.nngroup.com/articles/how-users-read-on-the-web/

Nielsen, J. (2000). Why You Only Need to Test with 5 Users. Nielsen Norman Group. Retrieved from https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

Paget, S. (2025). Local Consumer Review Survey 2025. BrightLocal. Retrieved from https://www.brightlocal.com/research/local-consumer-review-survey/

Plain Language Guide Series. (n.d.). Center for Plain Language. Retrieved from https://www.plainlanguage.gov/about/definitions/

Scott, E. (2025). Baymard Institute. Retrieved from https://baymard.com/blog/ecommerce-navigation-best-practice/

The Seventh Edition State of Service Report. (2025). Salesforce. Retrieved from https://www.salesforce.com/resources/research-reports/state-of-service/

“It Needs to Sound More Conversational”: Simple Hacks to Write More Human-Sounding Copy to Engage Your Audience

“It Needs to Sound More Conversational”: Simple Hacks to Write More Human-Sounding Copy to Engage Your Audience

by Ree Content Marketing Copywriting UX

Ever read a block of text and felt completely lost? It happens. A lot of writing sounds stiff, formal, and, well, robotic. It’s packed with jargon and complex sentences that make you feel like you need a secret decoder ring just to understand the main point.

But what if you could write in a way that truly connects with people? What if your words could make them feel like they’re having a friendly chat with you over a cup of coffee?

In a world where attention is the most valuable currency, how you say something is just as important as what you say.

A conversational style, with its simple language and direct address, is perfectly designed for this behavior. It grabs attention, pulls readers in, and holds them there.

Let me show you how to adopt a conversational writing style to build trust, boost engagement, and keep your readers hooked from the first sentence to the last.

Contents

What is a Conversational Writing Style?

Source: Styled Stock Society

Conversational writing is a style that mimics the patterns and rhythm of natural, spoken conversation. It’s warm, approachable, and personal.

Think of it as writing for a friend rather than for a panel of judges. The goal is to close the distance between you and your reader, making your message feel less like a lecture and more like a one-on-one dialogue.

This approach isn’t just about sounding friendly; it’s a strategic choice that can have a big impact on how your audience receives your message.

Write the way you talk (but better)

It’s popular advice to “write like you talk.” This is a great starting point, but actually, when you write the way you talk, you should make it clearer and more concise.

When we speak, we often ramble, use filler words (“um,” “like,” “you know”), and jump between ideas. But conversational writing takes the best parts of talking—the natural flow, the simple vocabulary, the personal touch—and edits out the messiness.

It’s a polished version of your spoken voice that keeps the personality, while ensuring the message is direct, organized, and easy to follow. (You’re aiming for the clarity of a great public speaker, not the rambling of a long, unfocused story.)

The difference between a conversational and a formal tone

The easiest way to understand conversational writing is to see it next to its opposite: formal writing. Formal writing is what you see in academic papers, legal documents, or traditional corporate reports. It’s impersonal, objective, and often complex.

A few examples:

Formal ToneConversational Tone
The organization will implement a new strategy to enhance customer satisfaction.We’re rolling out a new plan to make you, our customers, happier.
All employees are required to complete the mandatory training by the specified deadline.Hey team, please make sure you finish the required training by the deadline.
Further investigation is needed to ascertain the cause of the discrepancy.We need to look into what caused this issue.
It has been determined by management that remote work will be permitted on Fridays.Good news! We’ve decided you can work from home on Fridays.

See the difference? The conversational examples are direct, use personal pronouns, and feature simpler words. They feel more human and are much easier to understand at a glance.

How a conversational style builds trust with your audience

Trust is the foundation of any good relationship, which includes the one between you and your audience. A conversational tone helps build that trust by making your brand or message feel more authentic and relatable.

When you write in a stiff, corporate voice, you create a barrier. It can feel like you’re hiding behind a wall of formality. In contrast, a conversational voice feels open and honest. It signals that there’s a real person behind the words.

A brand voice that is authentic and consistent helps build customer trust and loyalty over time because it makes the brand more memorable and reliable (Gaidar, 2023). People trust what they can understand and who they feel connected to. By ditching the corporate-speak, you’re telling your readers, “We’re on the same level, and we want to help you.”

How it improves clarity and readability

Source: Styled Stock Society

Have you ever tried to assemble furniture using a poorly written instruction manual? It’s frustrating because it’s not clear.

Conversational writing is all about clarity. It prioritizes simple language, active voice, and shorter sentences—all elements that make your text easier to read and understand.

This isn’t just a matter of preference; it’s about how our brains process information. When text is easy to read, it lowers the “cognitive load,” meaning your reader doesn’t have to work as hard to get the message. This makes them more likely to stay on the page and absorb what you’re saying.

Plain language is for everyone—even experts—because all users appreciate content that is clear, concise, and easy to understand.

Now that you understand what conversational writing is and why it’s so effective, let’s get into the practical side of things. How do you do it?

Simple Tricks to Write in a Conversational Tone

Adopting a conversational tone isn’t about changing who you are; it’s about letting more of your natural voice shine through in your writing. Here are some simple, powerful techniques you can start using right now.

Use the first and second person (“we,” “I,” and “you”)

This is the fastest way to make your writing feel like a dialogue.

  • “You” and “Your”: These words speak directly to the reader, making them feel seen and included. It changes the experience from passive observation to active participation. Instead of “A user can benefit from this feature,” you’d write, “You can benefit from this feature.”
  • “I” and “We”: These pronouns establish your presence in the conversation. “I” adds a personal touch and shows you’re sharing your own perspective. “We” creates a sense of community and shared purpose, making the reader feel like they’re part of a team.

Write with simple words and avoid jargon

Source: Norman Nielsen Group

Imagine you’re explaining a topic to a friend who knows nothing about it. You wouldn’t use technical jargon or complicated vocabulary, would you? You’d use simple, everyday words. Do the same in your writing.

Industry-specific terms can make you sound smart to your peers, but they alienate everyone else. If you absolutely must use a technical term, take a moment to explain it in simple language.

For example:

  • Instead of: “We must leverage our core competencies to synergize our cross-functional teams.”
  • Try: “We need to use our team’s main strengths to work together more effectively.”

Clarity always wins over complexity.

Use contractions like “you’re,” “it’s,” and “don’t”

In spoken conversation, we naturally use contractions. We say “don’t” instead of “do not” and “it’s” instead of “it is.” Using them in your writing is a simple cue that tells the reader your tone is informal and friendly.

For a long time, formal writing guides advised against contractions, but for modern web content, they are essential for creating a natural, conversational flow. Omitting them can make your writing sound stiff and overly formal.

Ask your reader direct questions

Source: Learn English with Harry

Have you noticed how questions are used in this article? Questions are a powerful tool for engagement. They break up the text, create a mental pause for the reader, and encourage them to think about the topic in a personal way.

You can use questions to:

  • Introduce a new section.
  • Check for understanding (“Make sense?”).
  • Encourage reflection (“What would you do in this situation?”).
  • Make a point more impactful.

Asking questions turns a monologue into a dialogue, even if the reader’s answer is only in their head.

Keep your sentences and paragraphs short

When you talk, you naturally pause for breath. Short sentences and paragraphs create a similar rhythm in your writing. They serve as visual and mental resting spots for your reader.

Long walls of text are intimidating, especially on a screen. Here’s a good rule of thumb:

  • Sentences: Aim for an average of 15 to 20 words. Mix it up with some very short sentences for emphasis. Like this.
  • Paragraphs: Try to keep paragraphs to 3 to 4 sentences. A one-sentence paragraph can also be very effective for highlighting a key idea.

This structure makes your content more scannable and much less overwhelming for your audience.

Tell a story or use a good analogy

Source: Techfunnel

Humans are wired for stories. We’ve been using them to share information and connect with each other for thousands of years. A well-placed story or analogy can make even the most complex topic relatable and memorable.

Neuroeconomist Paul J. Zak’s research, featured in Harvard Business Review, shows that our brains release oxytocin—a chemical associated with empathy—when we are engaged in a compelling narrative. This neurochemical response makes us more likely to trust the storyteller and internalize the message.

  • Instead of: “Our software improves efficiency by 30%.”
  • Try: “Meet Sarah. She used to spend 10 hours a week on manual data entry. After switching to our software, she now gets the same work done in 7 hours, giving her more time to focus on what really matters.”

Stories stick with people long after they’ve forgotten the statistics.

Once you’ve written your draft using these techniques, the most important step comes next. It’s a simple action that can make the biggest difference in your writing.

Read Your Copy Aloud to Find Awkward Phrasing

This might be the single most effective editing trick in a writer’s toolkit. When you read your work aloud, you engage a different part of your brain. You’re not just seeing the words; you’re hearing them. This process reveals awkward phrasing, clunky sentences, and unnatural rhythms that your eyes might have skimmed over.

Why your ear catches what your eye misses

When you read silently, your brain is incredibly efficient. It often autocorrects small mistakes, fills in missing words, and glides over slightly awkward sentences without you even noticing. You read what you intended to write, not necessarily what’s on the page.

However, when you speak the words, that shortcut is gone. You are forced to process each word and sentence structure exactly as it is. Your ear, trained from years of listening to conversations, is a natural detector for what sounds human and what sounds robotic. If it sounds weird when you say it, it will definitely feel weird for your audience to read it.

How to spot clunky sentences and unnatural words

As you read your text aloud, listen for specific red flags:

  • Sentences where you run out of breath: This is a clear sign the sentence is too long or convoluted.
  • Words that make you stumble: If you have trouble pronouncing a word, it’s probably too complex. Swap it for a simpler alternative.
  • Clumsy or repetitive rhythms: Does every sentence sound the same? Do you use the same word too many times in one paragraph? Your ear will pick up on this monotony.
  • Phrases that just don’t sound like something a real person would say: If you find yourself thinking, “I would never say this in a real conversation,” that’s your cue to rewrite it.

A step-by-step process for an “out loud” edit

To get the most out of this technique, follow a simple process:

  1. Find a quiet space. You need to be able to hear yourself clearly without distractions.
  2. Read at a natural pace. Don’t rush. Speak the words as if you were having a conversation.
  3. Use a pen or your cursor. As you read, mark or highlight any part that feels awkward, clunky, or confusing. Don’t stop to fix it yet—just mark it and keep going to maintain the flow.
  4. Review your notes. Once you’ve finished reading, go back to the parts you highlighted. Now is the time to edit.
  5. Read it aloud again. After making your changes, do one final read-aloud to make sure the new version flows smoothly.

What to do when you find an awkward phrase

When you hit a stumbling block, don’t panic. The fix is usually straightforward.

  • If a sentence is too long, break it into two or three shorter sentences.
  • If a word is too complex, find a simpler synonym. (Use an online thesaurus to find them.)
  • If the phrasing is unnatural, ask yourself, “How would I say this to a friend?” Then write that down. Often, the most natural-sounding fix is the one that comes to mind first.

While your own ear is your best tool, you don’t have to go it alone. Technology can offer a helpful second opinion.

Tools That Help Your Conversational Tone

Modern writing tools can act as a great co-pilot, helping you spot issues and refine your tone. They can analyze your text in seconds and provide data-driven suggestions to make your writing more conversational and accessible.

Use a readability score checker

Source: Readable

Readability scores measure how easy your text is to understand. The most common one is the Flesch-Kincaid Grade Level. This score estimates the U.S. school grade level required to comprehend the text. For most web content, the best practice is to aim for a maximum 7th- or 8th-grade reading level.

Many platforms, like WordPress with the Yoast SEO plugin, have built-in readability checkers. You can also use free online tools where you simply paste your text to get a score.

How apps like Hemingway help simplify your text

The Hemingway App is a fantastic tool specifically designed to make your writing bold and clear. It doesn’t just check for spelling and grammar; it highlights common problem areas that hurt readability:

  • Sentences that are hard to read: It flags long, complex sentences in yellow.
  • Sentences that are very hard to read: These get highlighted in red.
  • Use of passive voice: It points out instances of passive voice, which can make your writing weaker and less direct.
  • Complex words: It suggests simpler alternatives for multisyllable words.
  • Adverbs: It helps you cut down on weak adverbs.

Using Hemingway is like having a tough but fair editor looking over your shoulder, constantly pushing you to be more direct and clear.

The benefit of grammar tools for flow and clarity

Source: Grammarly

Tools like Grammarly have also evolved beyond simple spell-checking. The premium versions now offer sophisticated suggestions for tone, clarity, and fluency. Grammarly can detect if your tone sounds formal, confident, or friendly, and it will offer changes to better match your intended voice.

It can also help you rewrite wordy sentences to be more concise and rephrase passages that might be unclear to the reader. These AI-powered suggestions can be incredibly helpful for catching subtle issues and ensuring your conversational style is consistent throughout your piece.

A conversational tone is powerful, but like any tool, it can be misused. To keep your writing effective and professional, you need to be aware of the common pitfalls.

Common Mistakes in Conversational Writing

Writing conversationally doesn’t mean abandoning all the rules. The goal is to be clear, engaging, and professional—not sloppy. Here are a few common mistakes to watch out for.

Overusing slang and emojis

Source: Intellum

While a well-placed emoji or a bit of modern slang can add personality, it’s easy to overdo it. The key is to know your audience. A blog post for Gen Z marketers might benefit from a 🔥 or a bit of slang, but the same approach would likely fall flat in a report for C-suite executives.

Overusing these elements can make your writing seem unprofessional or, even worse, like you’re trying too hard. Use them sparingly and only when you’re confident they match your audience’s expectations and your brand’s voice.

Mismatching the tone to your brand voice

Your conversational style should always align with your overall brand identity. Is your brand playful and witty? Or is it more helpful and reassuring? Your tone should be a reflection of that personality.

A consistent brand voice is essential for building brand recognition and fostering customer loyalty. When customers can reliably predict a brand’s personality through its voice, it builds a stronger, more trusting relationship.

If your website’s homepage is formal and corporate, but your blog is suddenly filled with casual banter, that inconsistency can be jarring for your audience. Make sure your conversational efforts feel authentic to your brand.

Forgetting basic grammar and spelling rules

Source: Your Dictionary

Conversational does not mean careless. Proper grammar, spelling, and punctuation are still essential for credibility. Errors can make your writing look unprofessional and distract the reader from your message.

While you can bend some rules (like starting a sentence with “And” or “But”), the fundamentals still matter. Always proofread your work or use a grammar tool to catch any mistakes before you publish. A clean, error-free copy shows respect for your reader’s time and attention.

Using filler words

Filler words are the verbal clutter of writing. They sneak into sentences and add length without adding any meaning. They weaken your message and make you sound less confident.

Here are some common filler words to watch out for and cut:

  • Just
  • Really
  • Very
  • Actually
  • Basically
  • In order to (just use “to”)
  • That (often unnecessary, e.g., “He said that he was going” vs. “He said he was going”)

Many filler words are adverbs (words that end with “-ly”).

Be ruthless in your editing. If a word doesn’t add value, delete it. Your writing will be stronger and more direct as a result.

Wrap Up

Mastering conversational writing doesn’t happen overnight, but it’s a skill that pays off in every piece of content you create. By using simple language, writing directly to your reader with “you,” and telling stories, you can make your work more relatable, engaging, and effective.

But if you take only one thing away from this guide: read your work aloud. It’s the most powerful tool you have for bridging the gap between the words on the screen and the human voice you want your audience to hear. It’s simplest and fastest way to ensure your message sounds natural, clear, and, most importantly, human.

Try one or two of these tips in your next email, LinkedIn article or blog post. You’ll be surprised at how a friendly, conversational tone can help you connect with your audience on a much deeper level.

References

Loranger, H. (2017). Plain Language Is for Everyone, Even Experts. Nielsen Norman Group. Retrieved from https://www.nngroup.com/articles/plain-language-experts/

Zak, P. J. (2014). Why Your Brain Loves Good Storytelling. Harvard Business Review. Retrieved from https://hbr.org/2014/10/why-your-brain-loves-good-storytelling