Writing for the Internet (again)


Just last week, I blogged about writing for the web. If we write as if the visitor is standing in front of us, we can have a more personal exchange (and convert more visitors into customers.)

Then a couple of days ago, I signed up to go to a usability conference. Today, the usability guys sent me back a form letter:


I think it’s great that you’ve decided to join us for the UIE
Roadshow. It’s shaping up to be a fun and exciting day, one that
you’ll find yourself talking about for months to come.

We’ve already had a bunch of people sign up. I’m expecting that
we’ll be near the room’s capacity in each city. It’s good that
you registered early.

Sound like a form letter to you? Right, it doesn’t sound anything like a form letter. They wrote it as if it were a personal letter, from them to me. How fabulous!

Wouldn’t it be great if we could write on our sites like we write to our friends? We sound so genuine that way — potential customers must just believe us.


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • Jared M. Spool

    Robbin, We used to have the same boring confirmation letters that everyone else has. When we switched to the conversational tone, we saw a marked improvement in how people responded. People actually reply to the letters with “Thanks Jared” as if they think it’s coming straight from me.

    Thanks for blogging about this.

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