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Informational vs. Commercial: When To Use These Writing Tones For Your Website

by | 30 August, 2021 | Website Development

You’re probably aware that writing for marketing isn’t as easy as it seems. There are different types of advertising and writing styles at play when creating content for your website. For instance, content marketing for a real estate website should be a good mix of informational and commercial writing styles.

But what exactly are these? How can you tell the difference? And how can you use these writing tones to improve your website’s reach and traction? Informational content sticks to facts. Commercial content incorporates a broader range of methods, usually appealing to emotion, to influence its readers. Both are important tools for convincing consumers to take action.

In this article, we’ll nail down the differences between informational and commercial content and give you tips on the best ways to write both.

What is Informational Content?

Informational content educates your audience and showcases your expertise. They refer to articles that are more educational in nature. The long-term goal of writing informational content is to let your readers and potential customers know that you are an authority figure in your field. And once they recognize that you’re knowledgeable in your specific field, they are more inclined to read your promotional content and come to you for help with their problems.

The best way to leverage informational content is by writing about both evergreen and trending topics. Evergreen topics are topics that offer overviews, advice, tips, and explanatory or tutorial material that remains unchanged over time. On the other hand, trending topics are topics that are relevant now and have a lot of traction. Writing about both should inform your readers about a wide variety of topics that they might find useful.

What is Commercial Content?

Commercial content primarily talks about your products and services. Its main goal is to push your potential customers further down the funnel to make a purchase or use your services. Your primary goal in writing commercial content is to convert readers into customers!

Commercial content aims to convince your readers to make an action; in this case, purchase your product or try out your services. All in all, commercial content uses various techniques to appeal to the logical, emotional, and ethical sides of your potential customer’s decision-making process.

Which Writing Style Should You Choose for Your Website?

The answer depends on your needs. What are you trying to do? Are you helping your potential customers solve a problem or are you persuading them to buy your product or service? Decide on what you’re trying to achieve and align your writing style with your content marketing strategy.

If you’re trying to sell your products or services, write commercial content and employ a salesy, commercial tone in your copy. If you’re trying to help a potential customer solve a pain point, you’d want your copy to be more educational or informational.

The bottom line with informational content is that it shows your potential customers that you’re knowledgeable. When your readers come to you for information, they may also start coming to you for help, which allows you to promote solutions that are tied in with your products or services.


Top Results Consulting is a content marketing company fully equipped with a persuasive team of writers and the latest writing, editing, and proofreading tools to publish online content catered to your target audience. We can provide various types of content to meet your marketing strategy’s needs, including a wide variety of content marketing services, such as blog posts, service page content creation, marketing content, and press releases.

We write convincing and engaging pieces of content designed to get your audience thinking in every stage of their buyer’s journey while also optimizing your SEO. So, whether you’re writing informative content, creating content for lead generation, or sending out emails in the hopes of drawing old customers back, our forms of content are purpose-driven, unique, and tailored to your needs.

Top Results Consulting has a tried and tested process working with many businesses over the last few years. We make sure we fully understand your business and what you expect from our content marketing services to ensure we deliver the best results. Together, we can write compelling content that can convert website visitors into paying customers. Interested in our content marketing services? Give us a call at (818) 600-1850.

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