Why Your Content Isn't Converting

And 3 simple ways to fix it

When I started writing, I thought the goal was to be impressive. I wrote big words, built complicated sentences, and tried to make my writing look fancy. (Most of the time, it was a client requirement though.)

But the more I did that, the fewer people read it.

I then realized that good writing is not flashy; it's simple and readable. 

Here are three simple steps that I discovered and started converting my content writing.

1. Know Who You’re Writing For

If you don’t know who your audience is, your writing will fall flat. 

You write a piece on financial investment with all the jargon, but your readers are novices learning how to save money. They’ll tune out in no time.

Think about who is going to read your writing, what they are interested in, and how they prefer to get information. 

Are they experts wanting to be updated on their field? 

Are they novices seeking easy-to-grasp answers? 

The better you know them, the more effective your writing will be.

2. Keep It Simple and Helpful

The best content is not the most complex; it is the most helpful. 

People do not want to read long paragraphs with more details. They need solutions, ideas, or a new angle.

Always be truthful. If you are writing about weight loss, don’t tell readers that they will see results in a week. 

If you are writing about productivity, don’t make it sound like one tip will revolutionize someone’s life overnight. 

Readers appreciate honesty, and they will trust you more if you are honest.

3. Choose the Right Tone and Platform

Not all platforms function identically. 

A long, in-depth piece may be a success on LinkedIn but will never pan out on Instagram. A casual, narrative piece may make the rounds of the web on Medium, but such an article may not be suitable for a business website.

Your tone should be appropriate for the audience and the medium. 

Write neat and tidy if you’re writing for professionals. 

Write friendly and casual if you’re writing for a younger audience.

Good content needs not be complicated. 

Keep it simple, helpful, and appropriate for the audience. If you know who you’re writing for, scale down the vocabulary and tone it down to the platform. 

That way, your words will really count.