8 Tips for Writing Engaging Website Content with Plain Language

First things first - What is plain language?

Well, it’s as simple as it sounds. Plain language is straightforward, easy-to-understand wording and is essential for effective communication on a financial advisor website. 

By using plain language in your website’s written content, you can ensure that your message comes across clearly, resonates with a broader audience, and ultimately gathers new leads. Here are eight tips to help you integrate plain language into your website content.

1. Know Your Audience's Language.
Understanding your audience's language is important in communicating effectively. Take the time to learn who your target audience is, what their needs are, and the language they are using. By using familiar words and phrases to your audience, you can establish a connection and build trust.

2. Simplify Headlines and Subheadings.

Headlines and subheadings serve as signposts that guide readers through your website. Keep them simple and to the point, using clear language that accurately reflects the content below. Avoid complex or niche language that may confuse or deter users. Using simplified headlines and subheadings, your visitors will quickly grasp the main points of your message, increasing engagement and retention.

3. Define Technical Terms.

Technical terms and industry jargon can be barriers to understanding for many users. When using such terminology, provide simple definitions or explanations to ensure clarity. Consider your audience's familiarity with the subject matter and adjust your language accordingly. By demystifying technical terms and making them accessible to all readers, you enhance comprehension and inclusivity within your content.

4. Break Down Complex Ideas.

Complex ideas or words can be daunting for readers, especially when it comes to your client's finances. Visitors are looking for a professional to help them understand these complex ideas, so try and break them down into smaller, digestible chunks using plain language. Using analogies, examples, or step-by-step explanations can help to make abstract concepts more relatable. By presenting information in an accessible manner, you empower your audience to connect with your content more effectively.

5. Use Short Sentences and Paragraphs.

Long, convoluted sentences and dense paragraphs can overwhelm readers. Opt for short, straightforward sentences and paragraphs that are easy to read and understand. Aim for clarity by focusing on one idea per sentence or paragraph. By simplifying your sentence structure, you improve readability and keep readers engaged from top to bottom.

6. Focus on Actionable Language.

Lead the reader to take action with clear, actionable language. Communicate the desired outcome, whether it's signing up for a newsletter or contacting you for more information, with straightforward language. By using language that encourages action, you guide users through the conversion journey.

7. Avoid Unnecessary Words.

Every word in your copy should serve a purpose and contribute to clarity. Trim any words and phrases that add clutter without adding value. Prioritize simplicity, getting straight to the point without unnecessary embellishment. By cutting through the noise and delivering information efficiently, you respect your audience's time and attention, fostering a positive user experience.

8. Test for Understanding.

Before publishing your content, ask a trusted individual who is outside of your business world to gauge comprehension. Make adjustments based on their feedback to ensure your content is easy to understand. By incorporating user feedback into your content creation process, you continuously refine and improve your communication efforts, maximizing effectiveness.

Incorporating plain language into your website copy is essential for effective communication. By following these eight tips, you can create content that is clear, accessible, and engaging for your audience.

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