subject: Is Your Content Readable Enough? [print this page] It goes without saying that websites attract a diverse audience. The content on your site is your main communication tool and for a content writer, the greatest challenge is to word and present it in such a way that it does not alienate anyone. As you might expect, this is not an easy task but not unachievable either. Here are some guidelines that can help you make your content readable enough.
Focus on the message
Words are only a tool to convey the message. So avoid using too much jargon and steer clear of complex words. Keep it simple to avoid any ambiguity in the message you wish to convey. Using complex words will only serve to deviate attention from the message, defeating the very purpose of the content.
Avoid long convoluted sentences. Punchy text is easier to read and is more likely to convey what you wish to say. Another option is to use bulleted or numbered points. As a rule, say more with less but less should not be at the cost of clarity.
It is important to remember that on the Internet, you only have a short time to get your message across. If you cannot capture and retain users' attention within the first few seconds, they are most likely to move on to the next site. It's a very competitive market and you cannot afford to go wrong. If the users feel patronized or confused, they cannot be expected to read through the page.
Focus on presentation
How you format the content is also vital. Text should have a flow, an underlying rhythm to captivate the readers. What this means is that you must also focus on how you structure the content. First, use keywords in the title. Then again, break down text into digestible paragraphs each with a subheading indicating what the reader can expect in the paragraph. So sub-headings should actually give a brief summary of the overall content on the page, providing enough information to even those who don't read through the entire paragraphs.
Edit your copy
Basic errors like careless spelling mistakes or grammatical issues can ruin the reader experience. Errors distract the readers and break the flow in the copy. The content should not only be meaningful and readable but also accurate.
Observe that when you concentrate and do something, your mind gets channelized in a certain direction. What this means is that it is in a state of momentum. So when you finish writing your copy, take a break and then begin editing so that the mind gets time to relax and then begin again. Remember writing and editing are two different processes - writing focuses on flow and getting the message across; editing focuses on polishing the medium or language for clarity and accuracy.
Write for your audience
Writing for the web is a bit complex because as a copywriter you have to write for the search engines as also the human visitors. While it is important to weave in the keywords and phrases for search engines, the aim of content should be to engage your audience constructively. Even if the search engines rank your site and bring in the audience, if the readers are not convinced, you stand to lose your marketing investment or time. The difference between the success or failure of your website is just a click of the mouse. Don't give your readers an excuse to move away - keep your content simple, clean, and readable.
