Shauna Nicholson

I’m currently stripping and recreating copy for a jargon-intensive website. Although I’ve mentioned understanding your audience before, I’m going to through a few tips your way on just how to do that.

1. Understand their Google terms. When Bob is looking for a doctor on the web, he might not know the diagnosis of his problem. While it’s easy for a doctor to refer to hypertension, not every Bob knows that this means high blood pressure. Taking it a step further: Bob may only know that he is getting a lot of headaches, feels sick after his favorite meals, and is sometimes dizzy after standing too long (all hypertension symptoms).

2. Consider the secondary state of mind: Emotion. A home architect can explain elegant home types all day long. What Sue is really excited about is how she’ll be able to model her new kitchen. By adding content that caters to that emotion, time on your site and trust increases. While I don’t suggest you add additional home expertise, perhaps a “Top 5 Things to Consider when Modeling a New Kitchen” might be of help.

3. Be benefits forward. You’re not marketing your features, you’re marketing your benefits. If you’re a website builder who creates some wicked flash and sassy style sheets, your psychologist client will hardly care. She’ll want to know how these elements come together to keep her patients informed, feel welcome, and engaged.