Web content to educate about a complex topic | Marketing content writer | ineedcopy.com

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

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About the Author

Renae Gregoire works with passionate people who need help capturing their brilliance and conveying it clearly, concisely, and effectively. She pulls out the bits of knowledge and wisdom that live inside you, organizes those bits into coherent, reader-focused messages, and then builds on those messages to create anything from a piece to a suite of marketing content designed to lead people to say YES to your offers.

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