Your Website Copy Shouldn't Sound Like a Technical Manual
Time to Read: 2m 10s
Ditch the Passive Voice and Get Active
Engineers often use passive voice in their writing because that is the way technical manuals are usually written. And that's fine. But for your marketing copy, passive voice is not so hot. This blog post will teach you how to convert passive voice to active voice for your marketing materials.
What is Passive Voice?
Passive voice is used in technical manuals because the only thing that's important to the person who will read it is what needs to be done. (Note: the words in bold in the previous sentence are examples of the passive voice.) Here's an example of marketing copy that sounds more like a technical manual:Using a special slicing machine, the material is cut according to specification. Depending on the customer's preference, the the excess matrix can be removed or left in place. Pieces are supplied on a sheet that allows the customer to expedite the assembly process.Fine for a technical manual. Boring for website copy. Your marketing copy shouldn't sound like a technical manual -- as informative as technical manuals are, they're very dry, and dry website content does not engage readers very well. Fortunately, it's an easy fix to convert passive voice to active voice. In fact, you can write your materials in passive voice first if that's easier for you and then rewrite them in active voice. Here's the same paragraph re-written in active voice:
Using a special slicing machine, we cut the material according to your specifications. Depending on your preferences, we can remove the excess matrix or leave it place. We supply pieces on a sheet, which allows you to expedite your assembly process.(Note: we also added the second person -- the "you"-- in place of third-person references to "the customer" in order to help the copy connect with the reader more.)
Converting Passive Voice to Active Voice: Resources
If writing in the passive voice is deeply ingrained in you, you might have a tough time converting to active voice. Here are some additional resources that can help you flip that switch:- Yourdictionary.com: Change passive voice to active voice
- Purdue University Writing Lab
- Hemingwayapp <-- This one is really cool. It lets you type or paste in your text and then it highlights uses of the passive voice. I strongly recommend using this app during the editing process.