Choosing a Content Style

After you know who your target audience is, you can adjust your web site to be appropriate for them. We talk in Book IV, Chapter 2 about tailoring your web site design to your target audience. In Book V, we focus on tailoring the content style to your target audience.

Listen to your customers. The words they use to talk about your industry and your products and services could be very different from how you describe the same things. Jargon that may be commonplace in your offices won’t necessarily be familiar to your potential clients. You want to incorporate their words into your web site. Not only does this ensure that people understand what they’re reading on your site, but it also adds keywords that people search for when they to try to find you.