“It’s a new dawn, it’s a new day, it’s a new life for me, yeah, and I’m feeling good.” —Nina Simone
It’s a new year! We’re just going to go ahead and throw this out there: 2022 is your year to improve your content writing efforts and grow your business. We can feel it.
Maybe you’re not sure where to start. Or, maybe you think your current content writing practices are just fine the way they are. Whatever the case, there’s always room for improvement. Not to mention, and you might be making some critical web content mistakes without realizing it.
So, before you hit “publish” on another blog post or website page, allow us to shed some light.
Is Your Industry Making Any of These Content Writing Mistakes?
It’s no secret that every business, regardless of industry, can benefit from creating content. Yet, each industry comes with its own challenges when doing so. For example, each has a unique audience and different content type requirements.
There isn’t a one-size-fits-all approach to content.
If you’re an attorney, you can’t compare your content to that of a marketing company. If you’re in healthcare, you shouldn’t necessarily look for content ideas from a tech company. Instead, it’s best to take an industry-specific approach.
If you’re not currently doing so, that’s perhaps the most critical mistake you’re making. To better understand how you can create industry-specific content that connects with your unique audience, you must understand the industry-specific mistakes you might be making with your content and what you can do to fix them.
Let’s dive right in.
Tech/SaaS
- Using too much tech-based jargon: Just like Albert Einstein once said, “If you can’t explain it simply, you don’t understand it well enough.” Your customers aren’t tech experts. They shouldn’t have to labor through paragraphs of technical jargon to try and determine if your solution is the right choice. Keep it simple.
- Leading with the features over the benefits: It’s a common practice for SaaS and other tech tool websites to showcase lengthy lists of software features. And while it’s nice to know what’s included, you’ll get further by explaining the benefits of a solution instead. For example, “see how your sales team is performing in real-time” is better than “built-in reports.”
- Not sharing customer success stories: Potential users are looking to understand how your solution will fulfill their needs. And one of the simplest ways to help them out is by featuring success stories from past customers. As they read, they’ll get to see your tool “in action” long before a demo.
- Failing to write with UX in mind: Is your website full of lengthy paragraphs and sentences? Are you not using buttons or call-outs for important information? Just like any tech tool, UX is critical for website copy. Make sure your content is easy to read by keeping paragraphs to 3-4 sentences and sentences to under 20 words. Use call-outs for highlights and keep italicized and bold copy to a minimum. And trust us when we say that the experience potential users have while on your website will give them an impression of what it’s like to use your software. Make it a good one!
- Writing copy that’s too light: When it comes to tech, photos, videos and other non-text forms of writing are often prioritized. While this is okay in most cases, text copy is still critical. You’ll want the written word for potential users that prefer reading about products and for SEO.
Pro Tip
Before publishing new content, treat it as an update to your software or a new product. Allow someone on your team to “test drive” the content and make suggestions. What would improve the copy? Is it easy to read and understand? Then, make changes accordingly.
Legal
- Taking an overly professional (stuffy) approach: Yes, the practice of law is a professional industry. But you must remember, there are people on the other side of the screen who are looking for support, compassion and empathy. Your copy should deliver on those needs. So, limit the legal jargon and put yourself in your clients’ shoes before writing any piece of content.
- Focusing on results over support: When it comes to the law, results do matter. But, they may not be any more important to your potential clients than simply feeling heard and supported. Go ahead and add your representative cases to your website—just make sure to prioritize discussing how you support your clients in other ways too.
- Not targeting a specific legal client: At some point in time, everyone needs a lawyer. Yet, not everyone is your client. Even as an attorney, some specific clients are the best fit for your services. These are the ones that will truly benefit from your services and become loyal clients that sing your praises. To find and target your ideal legal client, you’ll need to create an ideal customer avatar and develop copy that connects with them specifically.
- Not offering lead magnets or more in-depth copy: Law comes with a lot of questions. And while your main website goal might be to inspire potential clients to give you a call, some website visitors are in the information-gathering stage of their journey. Sharing an ebook or blog post that delivers valuable information helps solidify your legal knowledge. Plus, this type of content might inspire certain website visitors to come back when it’s time to hire an attorney.
- Writing “into the weeds” copy: When it comes to the main pages on your website, such as your Home page and practice area pages, simple is best. There’s no reason to explain complex legal concepts in detail. Instead, simply focus on how your clients can benefit from working with you.
Marketing
- Failing to focus on your company’s content: As a marketer, it’s easy to forego your own marketing materials for the sake of your work. Don’t. Your content is just as important as your clients’ content when it comes to business growth. And remember: Your potential customers are looking at your website as a sample of what to expect from your services. Make sure you deliver a great first impression.
- Focusing on stats and results instead of true benefits: Just like with the legal industry, results matter in marketing. Your customers want to know that your services work. However, throwing some quick conversion stats from previous projects on your website isn’t enough. Instead, paint a picture of how those numbers affected those customers. Were they able to grow their business? Did they add enough monthly revenue to provide additional benefits to their employees? Benefits first, numbers to support second.
- Thinking too much about technical SEO: Yes, SEO is important. But so is communicating and connecting with your target audience. If you’re prioritizing technical SEO (keywords, website speed, links, etc.) over creating valuable copy, you won’t win. You gotta have both.
- Not featuring client testimonials: The words of your past customers are priceless, especially in the marketing industry. Showcase those words on your website via testimonials. They’re great to add to your Home page and throughout your website.
- Worrying about “giving away too much information”: We often see marketers that are afraid to share their “secrets for success” in fear of losing customers or giving away too much info to their competitors. This isn’t true. While you don’t have to discuss your proprietary processes, sharing your knowledge builds authority by highlighting your know-how. When a customer needs marketing help from an expert, they’ll know where to turn.
Healthcare
- Not investing in content marketing at all: Everyone needs healthcare, it’s true. And that’s one of the reasons why many health-based businesses fail to prioritize content marketing. However, there’s also a ton of competition out there and potential patients still have choices to make when it comes to their care. Using content to connect with patients can help solidify that you’re the right choice for their specific needs.
- Using healthcare-related jargon instead of simple text: Healthcare can be complex. And while some health-related terms are important, so is simplicity. When writing content, keep it simple and only use healthcare jargon when required.
- Not prioritizing empathy: Potential patients may be suffering from a difficult health condition. Or, they might be worried about a loved one. In your copy, prioritize using empathy and compassion. While healthcare should be professional, there’s room for sharing support too.
- Targeting an overly general audience: Just like law, everyone needs healthcare. Yet, your audience can (and should) still be specific. For example, maybe you’re a grief counselor specializing in childhood trauma. Or, maybe you’re an aesthetician specializing in facial fillers for women. Drilling down into your target audience helps you write content that truly connects with each individual that comes across your website. And that connection drives conversions.
- Using outdated medical sources: Patients want authenticity and transparency. When creating content, it’s best to deliver the highest quality health information. Make sure to use reputable sources when linking to clinical studies or medical information. While scientific studies from reputable sources don’t necessarily expire, prioritize sharing the newest information to support any claims.
Pro Tip
As a healthcare provider, you’ll need to speak to patients from all walks of life, ages and education levels. When writing copy, use the Hemingway app to test your content for reading level. An 8th-grade level or below is best!
Need Content Writing Support? You Got It.
If you’re ready to transform your marketing materials this year but you’re not sure where to start, we can help. Our team of Word Nerds has the know-how necessary to help you develop copy that connects with those who matter most. And yes, for your specific industry.
To learn more about our content writing services or to just chat about your needs, send us a message.
