All too often in business, and in every aspect of life for that matter, we forget that people are not in our own heads. Sometimes in conversation you start a sentence in your head and finish the same sentence out aloud confusing your surrounding audience. The same has and continues to happen with the content contained within web sites.
When creating content for your website, you are writing it for other people to read. May sound simple, but that concept is often forgotten when content is created. We are not in your head, we don’t have the knowledge you have, we haven’t experienced what you’ve experienced, and it is dangerous to assume we have.
The level at which you need to convey your message may depend on your target audience. For instance, if you are motorcycle parts wholesaler to motorcycle dealerships, then it would be okay to use field specific jargon. But only if you feel it is safe to assume that they will meet you at that intellectual level.
However, if you are a local lawn care provider with a website for the purpose of gaining local residential business, it would be dangerous to assume your browsers will understand you when you say things like ‘Turf managers are increasingly using humic acid products and biostimulants as supplements to their fertility and integrated pest management programs.’
Huh? Exactly. I won’t be referencing this particular site for obvious reasons.
And I rest my case.
If you have any questions or comments, I love to hear from our readers and will promptly respond.