Web Audio: Powerful Weapon, Use with Caution

by Heather Reimer

Published on this site: February 13th, 2004

Have you noticed how many entrepreneurs are using audio clips on their websites to accentuate their message? It can be a low cost, attention getting way to spice up your existing content and:

• Personalize your message by putting a human touch on it.
• Draw instant attention in a visually-dominated environment by appealing to a different sense.
• Highlight special features or benefits that you want to reinforce.
• Offer valuable information that can draw new and repeat traffic to your site.

However, you'll notice I said audio "can" do all these things. Like everything else, there's a right way and a wrong way to use it. And when an audio message goes bad, it can demolish your credibility and send visitors packing with a smirk on their faces.

Wrong Way:

Just open the microphone and ad lib your message without preparation. One home page welcome message I recently heard was totally unscripted, punctuated with long pauses, frequent "ums", and even a cough and a throat clearing. The recording torpedoed every iota of professionalism the rest of the web site was striving to create.

Right Way:

Write a script, rehearse it, record it several times, and pick the best version.

Wrong Way:

Voice your message yourself, regardless of how it sounds.

Right Way:

Let's be brutally honest. Not everyone has a strong, confident voice. If your voice makes you sound nervous, extremely young, or unsure of yourself (no matter how many takes you do) consider asking a friend or associate to lend you their lungs.

Remember, hearing your voice is the next best thing to meeting you face to face, and your visitors WILL judge you on it so your presentation better be good.

Wrong Way:

Hire a really slick professional announcer or DJ to voice your spot.

Right Way:

Most websites benefit from a more personal, natural approach... the guy/gal next door kind of voice. Announcers and DJs often come across as slick and pushy. This is where radio and the web differ -- web users expect the sites they visit to communicate WITH them, not AT them.

Wrong Way:

Upload the message and forget about it.

Right Way:

To really benefit from the refreshing approach afforded by an audio message, you need to keep it fresh. Change your message regularly. Go beyond a simple sales message and use the medium to share useful information about something related to your line of work, say a tutorial. Then create a library of past messages that people will want to refer to often and tell others about.

Finally, don't forget the big finale... every audio message should wind up with a call to action, just like your web copy does. You've got their attention -- now "bring it on home" with a strong finish.

Heather Reimer is a former radio writer/broadcaster. She now does search engine copywriting at http://www.thewritecontent.com.

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