Balancing expertise with readability

It seems that more and more, we are all striving to be ‘experts in our field’, better than and more informed than the rest.

But in our quest to be the best, are we in danger of being boring or even irrelevant? Sharing knowledge is a common element of a content writer’s brief. “Show my customers how much I know, that I’m a thought leader and the go-to person for help and advice”.

So, my challenge is to balance this drive for ‘showing off’, with ensuring we’re not talking over the heads of our target audience, but giving them the information that they really need.

Yes, it’s important to show knowledge and expertise – but it’s how these skills benefit our clients that readers are interested in. So my approach is to take the in-depth expertise and spin a commercial angle onto it.

It’s all about the outcomes – what’s the answer to that ‘so what?’ question.

Take a look at this example:

“So you have the most advanced technology in the UK but how does that benefit my company? Oh, so you can cut traditional production times in half? Now I’m interested!”

By addressing the pain points suffered by customers, (in this instance, a lengthy production time) you’re more likely to strike a chord. It puts your product or service offerings into context so that customers instantly grasp how it is that you can help them.

We acknowledge that we are all time poor, that we have just a few seconds to capture and engage with website visitors. Offer answers to your customers’ problems, talk about the issues facing them right now and they will respond in a positive way.

 A place for ‘heavy’ content

There is of course a strong case for serious, knowledgeable copy and for including it on your website. Perhaps though just not right at the front. ‘More reading’, ‘knowledge hub’ etc, however you want to call it, signposts your more considered, detailed and thought-leading pieces to those that are interested in the finer points of your knowledge.

White papers, e-books and other publications are the perfect resting home for in-depth content, and are very valuable in proving your prowess, and positioning your business as a leader in its field.

So please take a look at your website and be sure to look at it through the eyes of your typical customer. Ask yourself if you are giving them the information they need in a friendly, palatable way, and whether your content needs a re-shuffle, to deliver the best possible online experience.