Whether you’re writing for an engineering site, a medical blog, or a children’s toy store, understanding search engine optimization (SEO) is crucial as a content writer. Equally important is the ability to captivate your audience within the first 10 seconds before they leave your site searching for answers elsewhere.

Every visitor comes to your site with a question. In this one-sided conversation, you must provide clear, practical answers where you can’t ask for clarification. Here are three tips to enhance your writing and boost your client’s website success:

1. Know Your Audience: Make It Relevant

Readers land on your site because they have a question. Before you start writing, research your audience. Their needs and expectations should be the primary focus of your content.

You have about three sentences to convince your audience that continuing to read will give them the answers they seek. The most effective way to do this is to make your content immediately relevant. For example, if writing for a medical website, acknowledge the reader’s problem, explain how it typically occurs, and demonstrate your expertise and experience in addressing it. By the end of those three sentences, the reader should think, “Wow! That’s exactly what I’m experiencing. I’m glad someone understands my situation.”

Avoid falling into the sales trap. Provide information, show empathy, and clearly outline the next steps for the reader to contact you. Once the reader feels understood and informed, the sales will follow.

2. Write for Your Audience: Keep It Concise and Clear

Always start with a catchy and compelling headline. What makes a headline effective will depend on your industry, but human psychology is always a good guide. People are generally interested in money, health, and entertainment. Incorporate one or more of these elements to make your headline compelling.

Which headline grabs your attention more?

• “The Effect of Cooking Methods Involving Frying the Food on Respiratory and Pulmonary Diseases”
• “Advice on Reducing Asthma Attacks: Avoid Fried Food”

Now, focus on writing the body. Even if you’re skilled at writing highly technical or specialized content, remember that your audience might not be. Aim to educate at a fifth-grade level, simplifying complex information.

If jargon is necessary, define it in layperson’s terms to ensure understanding. This also provides an opportunity to show empathy by using words that resonate with the reader’s experiences and symptoms.

Additional Clear Writing Tips:

• Write in simple, short sentences. Avoid long, convoluted sentences that confuse readers.
• Use bullet points or numbered lists for better organization.
• Plan your white space to give readers a sense of organization and ease of reading.

3. Think Like Your Audience: Your Client’s Client, That Is

When writing content for a website, your primary focus should be on your client’s audience, not just your client. Establish a clear understanding with your client that your writing is intended to meet their customers’ needs and expectations.

Leverage your client’s expertise to understand the audience, but remember your role as a filter. Your job is to translate that expertise into content that resonates with and serves the audience effectively.

The Bottom Line

Whether measured by search engines or the time readers spend on your client’s website, successful content writing is about one thing: your audience. Think like them, write for them, and you’ll be on your way to creating compelling, engaging content.

And most importantly, enjoy the process. Passion and enjoyment in writing are crucial to success.