Who Is Reading Your Web Site or Blog?

When you're creating content for any web site or blog, one of the most important questions you need to ask is: Who will be reading this? The answer will determine many things that should influence your content. As a magazine writer, that was the first question I had for any publication that was new to me. Magazine publishers spend large sums of money trying to determine the demographics of their audience. Everything from age and education to income level and type of employment is considered by magazine publishers.

They use this information to attract advertisers, but also to tailor the editorial content of the magazine. The same principles apply to your web site. Identifying the characteristics of those who will be reading your web site or blog can help you or your content professional target your readers.

Scoring a Bullseye

If your web site or blog can hit the mark, it will neither talk down to your readers, nor talk over their heads. You know your customers, but knowing how to write for them is not so easy. Most people have a certain writing style, based on their own educational level, expertise in some area, and other factors. When they write, it's in a style that can be easily identified, but that may not be ideal for communicating with others.

For example, the owner of an automotive repair shop is an expert on automobiles. He knows the technical terms and jargon used in his business. His customers, on the other hand, are not experts. They may not know the terms the auto shop owner might use in writing content for his web site. Worse, the owner might not know how to put what he wants to say into a form that's easily understood by his customers and potential customers.

Similarly, people in the medical professions often speak and write using very precise terms, but can fail to communicate to patients and potential patiences in a way that's helpful. The doctor uses the word "abdomen," while the patient uses the word "stomach." Communication can be tough sometimes. Most businesses have their own jargons and technical terms. Translating them into language that can be understood by customers and clients is no easy task.

Common Stumbling Blocks

Here are some of the things that can cause a failure of communications:

• Jargon and technical terminology
• An overly academic writing style
• Writing that's too simplistic
• Poor organization and flow
• Faulty grammar and spelling
• Overly wordy writing

All of these, and other factors, can put your potential customers or clients on edge, often leading them to stop reading the content on your web site and look for the next site on their search results page.

Get The Professional Edge

Experienced professional writers know how to write for just about any audience. They have to if they want to be successful. Being able to analyze an audience, then write specifically for that audience is a craft learned only be experience. The longer a writer has worked, the better able he or she is to match style to the intended reader.

That's just one more reason that you should consider hiring a professional writer -- one with many years of experience -- to create or rewrite your web content. There's little room for error when you are trying to attract customers and clients to your business. Carefully-targeted content is an important key to this critical material.

Email Me for a free evaluation of your web site content. I'll be happy to help you create and revise content to target your audience. Visit my Twin Cities Writing and Editing Services site for more information.