Your website is a strong marketing tool, but if the words used to describe your services are not clear to the average consumer, you may be losing business.
Studies show that the average reading ability of adults in the United States is between 7th and 8th grade. Similarly, reports indicate that major U.S. newspapers are written to an 8th grade reading level. A business owner should keep this in mind when deciding how – and which – words are used in website content to describe the services that he or she provides.
Using the right words on a website can be even more important for those in health professions. There may be a tendency among highly-educated professionals to describe what they do in terms better understood by their peers, rather than by the clientele and patients they want to reach.
An example of this can be found in the sentence below on the website of one professional:
“Understanding how you came to an impasse or stumbling block in your life and relationships will ensure you have an accurate diagnosis and point you towards some directions to consider.”
This sentence is confusing and may not be clear to someone looking for help. The sentence also seems to put the responsibility of an “accurate diagnosis” on the patient rather than on the professional who is trained to make such a diagnosis.
A simpler, yet still effective, version of the message could be:
“Let us help you discover what is causing problems in your life and relationships. Together, we can help find new and positive directions for you to implement and follow in your life.”
Whether online or in print, the right words will strengthen your materials and help convey the right message to existing and future customers and clients.
Need help finding the right words for your website pages? Send me a note from the Contact Us page for a free consultation.