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  • Lindsey McCaffrey, Writer, Editor

Stop Rambling ... And Show Some Respect! Why Your Digital Content Must Get to The Point Immediately

Your customers have insanely busy lives. Don't waste their time with long-winded, confusing content.

Does your digital content drone on and on ... before it gets to the point?


If you have something important to communicate on your website, you’d better say it:


- Succinctly,

- Clearly, and

- Quickly.


Here's why ...

Nobody has TIME for your rambling content

Look at the image to the right.


It breaks down every single hour of the average 79-year-old's life.


(FYI, click here for a deeper look at the research. It's really interesting!)


Why is this "unpacked jar" of 79 years so important to consider?


Because it reinforces just how little time people have for the things they HAVE to do - let alone WANT to do.


Let's assume that reading your online content is categorized under "The Rest."


That person could be (and maybe should be) doing a host of other things.


So they do NOT want their time wasted.


Moreover, they'll have little patience or empathy for anyone who wastes their time.


It's so critical your business respects people's time


Especially if you are trying to woo and retain happy customers, you have to:


- Recognize they don't have hours upon hours to understand your organization, products and services, and


- Make your content to-the-point, clear, and easy to follow.


Here are two ways to do just that ...


#1: First, tell visitors what to expect

Structure (organize) your online content to let visitors find and understand your main point(s) quickly.

Tell them what they can expect on each page, within:

- the first 2-3 lines of text; and

- your headline, page heading and sub-headings.


This allows them to then decide whether they want to transition from "scanner" to "reader." If they make that transition, they will absorb your content more deeply.


#2: Don’t over-explain things


Have you ever read an entire page of online content, and felt confused about what the heck it was trying to say?


And then you felt annoyed, because you wasted time and effort trying to decipher the information yourself?


If you know that feeling, you should strive to never make your target audience feel that way.


Here's the good news ...


Your website content does not need to include every detail under the sun.


Especially if your content is poorly organized, too much information can distract people from the most important stuff you want to communicate.

Read through each page on your website and ask yourself the following ...


"Is there too much information in here that my target audience doesn't need to know right now?"

If you end up cutting some content that you still think would be good for marketing purposes, consider other places to use it.


For example, you could move or adapt that content into a blog post or contributed article, a speech or presentation, video script, FAQs page, or in an awards application.


Respect your audience? Make sure your content reflects that.

Not quite sure if your content rambles, and needs some revising or paring-down?


If you're not sure, a professional content writer can do a solid review of your site and provide you an expert opinion.


Want to chat about how I can help your business? Let's talk.

Get smart, strategic, clear PREMIUM content for your organization or business! With 20 years of expertise, Lindsey McCaffrey is an award-winning writer, editor and content strategist specializing in website content, case studies, industry and annual reports, article writing, white papers, direct mail and more. Contact Lindsey today to discuss your custom content writing (or copy writing) needs.

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© 2020 Lindsey McCaffrey, Writer, Editor, Content Strategist.

 

BASED IN OTTAWA, ONTARIO, CANADA, WITH CLIENTS WORLDWIDE.