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website-readability

Readability: Writing Accessible Content

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Do potential customers understand your business offer?

The first port of call for many prospects is your company website and they are looking for solutions. Your website content plays a vital role in giving prospects insight and answers. This is important, because it enables them to make informed choices.

In this article, I will explain why accessibility is important. I will also help you to assess whether your website content is accessible.

Website Accessibility

We will begin with the word ‘accessibility’. It is widely associated with being able to get into, and move around, physical premises. So, what has this got to do with website content?

To answer that question, here is the dictionary definition of accessibility:

“The quality of being able to be reached and entered, easy to obtain or use and easily understood and appreciated”

In summary, accessibility is about empowering others to get what they need.

A website is more accessible when the content is easy to read and understand. In contrast, complex words, industry terms and acronyms, compromise readability. Rather than enlightening the reader, this  confuses and frustrates them. As a result, they will look elsewhere.

What are the Three Barriers to Readability?

Three reasons why website visitors may struggle to understand your written content are:

  1. Legibility – physically seeing the words on the page

Legibility can be compromised if:

  • The text on the page is too small
  • The contrast between the colour of the text and the background is not strong
  • Text is presented on top of an image
  1. Readability – reducing the complexity of words and sentence structure

Readability can be challenging if:

  • The text includes industry jargon
  • A dictionary is required to understand the meaning of words
  • Sentences are long
  1. Comprehension – understanding what is being said

Comprehension is difficult if:

  • There are no clear answers to common questions
  • Data and features are not supported by applications, case studies or customer reviews
  • Readability is poor

Improving Readability

Are you ready to take action? If so, the following 5 steps will help to improve website content readability:

  • Firstly, explain all technical terms, abbreviations or acronyms
  • Secondly, divide written content into sections with subheadings. (Breaking up the text allows readers to skim to sections of relevance to them)
  • Then, split long sentences
  • Next, replace complex words familiar words
  • Finally, use bullet points to summarise key points

Tools including Readable are another option for checking your company website.

Turning Prospects into Customers

Being ranked on the top page of Google is an aspiration for most business owners. To this end, it is recommended that webpage content exceeds 400 words. This can look like an essay, so how can readability be improved? The answer is in the presentation.

These tips will help you to get the presentation right:

Introduce your Offer

Use the Main Heading and Introduction to summarise your offer. Your prospects need to immediately see something relevant to their search.

Use Subheadings and Visual Content

Divide the bulk of the text into sections. Then use white space, images and infographics to aid presentation.

Drop Down Sections are Effective

A short paragraph is sufficient for some readers, but others want more. Use drop-down buttons, such as ‘Read More’ to expand the content and address both needs.

Include Internal Links

Include links to other relevant pages on your website for further information. This could include Frequently Asked Questions, case studies or shipping information.

Share your Customer Testimonials

Do you have a customer testimonial for the specific product or service on each page? If so, share it, as this adds value to the visitor and content to the page.

Interesting and well-presented content will encourage visitors to read more. As a result, they gain a better understanding of your offer and your company becomes more approachable. This increases the likelihood of prospects becoming customers.

I can assist with web page copy, simply email catherine@write-it.co.uk to discuss your requirements. I will prepare written content that delivers your message and appeals to customers.

 

marketing-voice

Finding the Small Business Voice

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As a small business, have you found your voice? Does your marketing message reflect your offer or are you trying to emulate the big brands?

Many small business owners are concerned that potential clients will be put off by a small team. They fear that it will be assumed that they lack the capacity or resources for larger projects and orders. As a result, they are tempted to create a marketing message that implies that they are a larger entity.

Is this a great marketing strategy or is honesty the best policy?

Are you Attracting the Right Clients?

Some customers favour the big names, the known brands and the long-established agencies. The familiarity of the process or the product is reassuring. They trust the label of a quality brand.

You can chase these customers, trying to attract their attention and working tirelessly to prove that you are worthy of their business. The difficulty is that bigger brands will inevitably have more marketing resources, so competing at this level is tough.

Is it worth risking a façade that doesn’t quite match reality when it can crumble? Can you build strong client relationships when you aren’t being genuine?

Celebrating the Small Business Offer

Rather than trying to emulate big business, why not celebrate the advantages of being a small company? Many potential customers prefer the experience of working with local, independent companies and here are three reasons why:

Small Businesses are Led by Owners, not Managers

As a business owner, you have a vested interest in delivering the best customer experience. Your livelihood depends on listening to customers and providing what they need. As the decision-maker, you can adapt services, policies or processes in an instant if it is advantageous. This approach makes the service responsive in a way which isn’t possible in large firms.

The type of customer that favours small businesses is looking for someone who cares. They know that owners are willing to do what it takes to build trust and complete the project to a high standard. This commitment is seldom matched by a paid manager.

Does your marketing message celebrate the dedication of the team? Do communications and case studies showcase your approachable and receptive nature?

Small Businesses offer Something Unique

Where large organisations are tough to beat on standard products and services, small independent businesses are the champions of personalisation. If consumers are looking for bespoke products and tailored solutions, they need specialists.

Let big brands engage with the masses, for small businesses it is more important to celebrate niche products and services. If your webpage content and social media is simply a micro version of the market leader, you are missing a trick.

Small Businesses are Part of the Local community

There are several advantages to being part of the local community. In the digital world, we can be in communication with anyone, but it is reassuring to be able to meet in person. Having your business on their doorstep makes you approachable and provides a sense of accountability.

As a small business owner, you likely have established contacts in the local area. If clients need something beyond the scope of your offer, you can make recommendations. Outsourcing and collaboration bring the best skills to the table and this can make you far more dynamic than larger firms.

Many customers prefer independent companies because they contribute to the local economy in ways that have a direct impact on them. From support school programmes such as Young Enterprise, sponsoring a sports team or engaging in community activities, this makes a difference.

Does your marketing message showcase your community involvement?

Be Proud of your Small Business Status

As a small business owner, you have lots to be proud of. Make sure that you have an original voice that promotes your strengths. With an honest marketing message, you are more likely to entice customers with natural synergy.

 

If writing is not your thing and you would like some help with finding your small business voice, I offer a range of affordable copywriting services. Please email catherine@write-it.co.uk for further information.