Incorporating local language, slang, and dialect into your content isn’t a writing trick. It’s a strategy to build stronger, more authentic connections between your business and your community. When done right, it’s like striking gold in the digital world, fostering trust, engagement, and a sense of belonging.
But how do you balance the need to be relatable with maintaining professionalism? And what impact does this approach have on readability and conversion?
Our latest blog post will guide you through using local language effectively, offering practical tips and examples to ensure your content resonates deeply with your audience while still achieving your marketing goals.
How Does Incorporating Local Language Improve Conversion?
Why does local language matter so much to potential customers? Imagine you’re reading an article about Chicago, where the author uses the term “The L” instead of “the train system.” It instantly signals that they truly understand the city and its culture.
Readers who encounter familiar slang, expressions, or cultural references are likelier to feel at home. This comfort translates to trust and loyalty, making these readers more likely to return, share your content, and even convert into customers. In a world where people are bombarded by generic content, a familiar tone helps your brand stand out.
Here’s how adopting regional slang and dialect can translate into real business results:
Creates Instant Connection and Trust
When potential customers encounter familiar language, it immediately builds trust. They feel that your brand understands their culture, which fosters a sense of authenticity. This trust is often a critical factor in decision-making, nudging prospects closer to conversion. For example, a local restaurant using the term “H-Town special” in Houston isn’t just a phrase—it’s signaling a shared identity with the community, making readers more likely to make a reservation or order.
Enhances Engagement and Reduces Bounce Rates
Content that uses local expressions tends to be more engaging, as readers feel a stronger personal connection to it. This increased engagement typically leads to longer time spent on the page and reduced bounce rates. (If you’re unsure what bounce rates are or why they matter, here’s a quick guide to bounce rate.) The more time users spend exploring your site, the more likely they are to convert, whether that means making a purchase, signing up for a newsletter, or submitting a lead form.
Increases the Persuasiveness of Calls-to-Action (CTAs)
A CTA that resonates on a local level is often more effective than a generic one. If you incorporate local slang into CTAs, it can make them feel more personal and urgent. For instance, a Denver-based outdoor gear retailer might use “Gear up for your next ’14er'” as a CTA, tapping into the local outdoor culture and making the action more relevant to readers.
Drives Repeat Visits and Customer Loyalty
Local language not only helps convert one-time visitors but also plays a role in cultivating loyalty. When readers feel that a brand consistently “speaks their language,” they’re more likely to return. This sense of familiarity increases repeat visits, enhances customer retention, and encourages further actions such as repeat purchases or signing up for a membership program.
Leverages Localized SEO to Attract Quality Leads
Using local language effectively in your content can enhance localized SEO efforts, drawing in highly relevant traffic toward conversion. When people search for terms that reflect local culture or slang, content that includes these terms is more likely to appear in search results, leading to a more targeted audience.
Personalizes the Customer Journey
Personalization is a key driver of conversion. By weaving local language into different stages of the customer journey—from awareness to decision-making—you create a sense of continuity and personalization that guides users through the funnel. This approach can turn casual visitors into brand advocates who feel personally connected to your business.
Incorporating local language into your content helps it stand out in a sea of generic messaging and significantly enhances conversion potential. It’s more than a stylistic choice; it’s a strategic approach that humanizes your brand, deepens audience relationships, and drives meaningful action.
How to Get Started with Local Language in Content
Researching Local Language and Dialect
The best way to integrate the local language is to immerse yourself in it. But how do you gather authentic slang and dialect if you’re not originally from the area? Here are a few strategies:
- Attend local events: Festivals, community meetups, and city council meetings are treasure troves of local language. Not only will you hear how locals speak, but you’ll also observe how they use language in different contexts—like playful banter or serious discussions.
- Engage on social media: Look for local groups or forums on platforms like Facebook, Reddit, or Nextdoor. Pay attention to the conversations, focusing on terms that consistently pop up.
- Check local news: Local newspapers and radio stations often use slang in headlines or broadcasts, reflecting the everyday language of the community.
- Ask locals directly: Don’t be afraid to ask local friends or business owners about common phrases or words that might resonate with your audience.
Authentic Integration of Local Language
Once you’ve grasped local slang, it’s time to incorporate it into your content without making it feel forced. The goal is to make the language feel like a natural extension of the conversation, not a gimmick.
Start by identifying sections where conversational language makes sense. Use local expressions in headlines to grab attention, subheadings to emphasize points, and within stories or anecdotes to bring the content to life.
For example, a Denver-based coffee shop might use a headline like “Fuel Up for the ’14ers’: Best Coffee for Your Colorado Hikes,” where ’14ers’ refers to Colorado’s 14,000-foot peaks. Or if you’re writing about a local bakery’s origins, you might quote the owner saying, “We’ve been baking these goodies since before you could say ‘Bless your heart,'” creating an instant connection with Southern readers.
Storytelling techniques work here. Sharing customer stories or personal experiences allows for a more natural use of local language, as it reflects how people truly speak.
Balancing Professionalism and Relatability
While local slang can make your content more approachable, it’s essential to maintain a professional image for your business, especially if your brand operates in industries like finance, healthcare, or law. The key is to use language that’s familiar without compromising credibility.
To find the right balance, consider the context. A blog post about a local event might be the perfect place to use colloquial expressions, while a case study on industry performance might require a more formal tone. This blend of language helps maintain a broad appeal while keeping the content grounded in local culture.
Before publishing content with local slang, run it by someone native to the area to ensure it’s appropriate. What’s endearing in one region might be offensive or misunderstood in another. For instance, a term like “yinz” is a beloved part of Pittsburgh lingo, but it might confuse readers from New York or Los Angeles.
To avoid alienating readers, stick to widely recognized phrases and use them sparingly. Integrate them naturally, as you would humor in a speech: a little goes a long way, but too much can detract from the message.
Enhancing Readability with Local Language
Using local language can enhance the overall readability of your content—if you do it right. The trick is to make sure that the slang or dialect enhances the reader’s experience rather than making it confusing or unclear.
To make local language more accessible:
- Define unfamiliar terms: For readers who might not be familiar with local expressions, add definitions. Use footnotes, hover text, or even a simple parenthetical explanation. For instance, “liquid sunshine (what locals call light rain in Portland)” keeps everyone on the same page.
- Contextual clues: Add context so that readers unfamiliar with the dialect can still understand it. For example, if you’re writing about Cincinnati’s famous chili and mention “a 3-Way,” be sure to clarify that it’s a spaghetti-chili-cheese combo, not a cryptic reference.
- Glossary of sidebars: For content rich in local slang, consider adding a sidebar or glossary to help readers navigate unfamiliar terms. This is especially useful in longer blog posts or resource pages.
If you notice a term that is consistently confusing, rephrase or simplify it in future content. Readability is key to wider appeal, so don’t let your use of local dialect become a barrier.
Bringing Local Language to Life in Your Content
Incorporating local slang and dialect can transform your content from generic to genuine, creating a deeper connection with readers. You can enhance engagement and build community by carefully balancing professionalism with relatability, thoroughly researching local language, and integrating it naturally into your writing.
This approach personalizes your content and makes your brand feel more accessible. Start small, experiment, and let the results speak for themselves—your readers will appreciate the familiar touch, and your brand will become a trusted part of the local landscape.
