A content marketing plan is a waste of time if no one can read it. Readability is more than just stringing words together. It’s about your audience and whether they can rely on your content to give them the answers they’re looking for. Still confused? Let us explain.
So, what’s the scoop on readability?
In short, readability is all about how content is written so that it can be absorbed quickly. A reader needs to be able to find the most important information...and fast! Before they’re on to the next interesting thing.
In general, when you’re talking about marketing writing, people don’t want to spend a bunch of time wading through extra information. They want organized, concise content so they can find what they are looking for.
This is especially true for insurance companies. By the time the content goes through management, lawyers and editors, there’s a major readability problem. Their content is stuck somewhere between a helpful resource and one long legal disclaimer.
What can readability do for a business?
The main goal of good, readable content is to get your audience engaged so they don’t bounce. Long fluffy posts lose attention quickly if they don’t jump right into what the reader wants. When you do it right, readability makes your content a conversion hub. Your audience wants more and will move down the funnel more efficiently.
Whether you are trying to sell something to potential customers or maintaining great customer service to current ones, the experience they get on your site is a great place to start. With good readability, your brand becomes a trustworthy resource.
Remember, if your site has words that aren’t readable, they are basically a waste.
What extra benefits can it bring?
Having a digital footprint these days is the best way to get more people pushed to your site. The truth is, Google is who really determines if your site is readable. Before your content even gets to your human audience, search engines have to understand it and believe it.
It’s important to know that Google’s AI reads like a human, and thus wants to find readable content for the humans using it. Having good readability means that when Google searches the internet for the most relevant information to someone’s query, it’s taking a good look at your site’s content.
Keep in mind that there is a search engine optimization (SEO) element to readability as a whole.
How can you get this implemented?
The first step is a full content audit of your pages. While many big brands have their own in-house writers, a good amount of small to mid-sized organizations do not have teams specifically dedicated to keeping page content readable and engaging.
If that sounds like your team, check out this website for a list of free readability calculators. Eventually, adding a writer to your team who understands both your customers as well as the overarching content goal will be invaluable.
Overall, readability is far more than just comprehension, especially for the industries that require more legal languages than others. It’s about getting found through search engines, keeping readers engaged with useful information, and keep them coming back for more.
If you have questions or need a partner to help execute readability in your content, schedule a call with us! We’re ready to get you started with a new content strategy to boost your business and reputation.
Written by Jessica Lizza