• Keep it relevant– Visitors to your website want information they need. Select topics that mean something to people who can purchase your services.

• Get to the point– Quickly communicate the main theme of your article in the first paragraph, then add detail as you develop the themes you want to communicate.

• Keep it simple– Make sure you stay on topic without muddying your point with extraneous information. Research has proven that people scan more than they read, particularly on websites.  Keep your sentences brief and your paragraphs focused on single topics.

• Be clear–Use terms that your readers already know. If you must get into specialty terms, explain them clearly. I am not suggesting that your readers aren’t capable of understanding it.  But if you lose them in terminology, they will simply move onto an other resource that they can follow quickly.

• Employ bullet points–  Since most readers are actually scanning, using lists of bullet points helps them determine your message quickly.

• Restate your conclusion– Finish your article or blog post with a concluding paragraph that defines what you are talking about.

Regardless of the industry you are writing for, it is crucial to talk to your audience specifically.  Think about why they are reading your material and how you can most effectively tell your story.  Increase the impact your writing has on your readers by using these simple tips.