Content is everything and the rules for writing it have changed. Documents are published in many places, on paper, computer screen, website, mobile device or your company's intranet.
Although the rules for content writing have changed, no one seems to have taken any notice.
Writers still churn out what they think readers want, based on their experience. If your content is not of the highest quality, you’re wasting your time.
Today, readers are time poor and want as much information as possible and instantly. For this reason content must be more accessible than it has ever been before. It needs to be read quickly, understood just as quickly without there being any ambiguity. If a reader has to read the material more than once, you have failed as a communicator.
Your website is often the first contact a prospective client will have with your company, if you don't make an excellent impression within the first three seconds, your prospect will go to another site.
A web designer will tell you “it’s the design and structure” you need to spend the money on. Design and structure do count, but if the content is not good enough, no amount of fluff, colour, wiz bang sliding imagery will sell the prospect on your company. The content sells who you are and what you do and importantly the benefits of working with you. Unfortunately, graphics alone can't do that.
Your written material needs to be clear, concise, plain English, readable, specific for readers and definitely no jargon.