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.

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!