Web content to educate about a complex topic

Simplifying complexity and creating awareness / interest with educational web content

If your space is complex, either the buy or the offering itself -- if readers generally tend to have lots of questions and objections on the path from awareness to purchase -- then you might want to consider a dedicated area on your website with web content to educate readers and guide them through the complexity.

I worked with the head of marketing on this project, which began as a job to rewrite existing web content. However, in the process of learning about the company and its products and market, I realized that there was no easy way for website readers to get answers to the many questions that I knew would inevitably arise in such a confusing space.

I suggested adding a new section to the website with content dedicated to guiding the reader through the space and answering questions.

My client liked the idea.

The result? A new addition to the homepage navigation, a link called "Explore," which in turn provided four additional links:

  • Learn, where readers new to the idea and the space could get their bearings​
  • Visualize, where readers could begin to imagine the technology at work in their environments
  • Compare, where readers could compare my client's offerings with other options available
  • Decide, where the buy process would, hopefully, reach its culmination and result in a sale

View the web content sample

Click the image that follows to see what the main Explore page looked like.

B2B web content for a complex product

Get web content that guides buyers through complexity ... to clarity

You know what lights me up? When people like you -- small business owners and marketing pros -- draw on my gifts of empathy, attention to detail, and communication to develop fabulous websites and content -- websites and content that lead more people to YES. I'd love to do the same for you. Click the button below to tell me about your project and request a quote.  


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About the Author

Renae Gregoire is a marketing writer, editor, critical thinker, obsessive questioner, and excellent-results deliverer. Although writing is her talent, empathy is her Super Power; she combines both into a potent formula for creating content experiences that lead more people to YES!