A writing style is a unique way of putting words together. There is no 'ideal' style for web copy writing, as each client may prefer a different writing style depending on their targeted audience and company policy.

Below are five of the most common writing styles generally preferred by businesses for website copywriting:

1. The Formal Style: This form of writing presents information in a clear and concise manner, with an impersonal tone, which is often considered bureaucratic. The formal style of writing is usually used while creating content for websites of government institutions, universities, professional associations and other official bodies, that wish to appear superior and highly professional to their readers. Content in the formal style is generally written in the third person, with a generous sprinkling of jargon and difficult-to-understand terminology.
2. The Informal Style: The informal style of copy writing addresses the reader directly in a pleasant and courteous tone, presenting some problems the reader may be facing and how the client company can help solve it. It is the most popular style of writing web copy, and usually ends with call-to-action messages to help generate leads for the company.
3. The Persuasive Style: This style of writing promotes the client company as one of the best in the market. It generally boasts about the positives of the business, and why clients should choose it, rather than any of its competitors. The persuasive-style of writing has strong chest-thumping copy, and is usually written in the first person.
4. The Guarded Style: The guarded style of writing is a style preferred by businesses that fear legal action/malpractice suits from customers, regarding content displayed on their websites. Some examples of these businesses are medical clinics, adventure sports companies, dental clinics and cosmetic surgery clinics. This style of writing involves using ambiguous terms like 'generally, usually, in some cases, often' in website copy, together with a number of disclaimers. The guarded style of writing ensures there are loopholes for company lawyers to use, in case someone sues them regarding information displayed on their website.
5. The Humorous Style: Writing website content in this style is the most difficult, as humour is subjective, and may not be understood by all readers. What might seem funny to the company management or the copy writer, might seem offensive to the reader or result in a misunderstanding (especially amongst people from other cultures). While humour can be refreshing, the humorous style should always be used cautiously, after verifying that the humour is appropriate for the targeted audience and the needs of the business.

Website content should always be professional. While selecting a writing style for your website, the top thing to consider is your targeted audience. What style would make your reader the most comfortable and interested in doing business with you? What style would best suit your business needs? Would you like a combination of styles?