They need clear, concise information, if they are going to be home in time to put the kids to bed. Yet, many sites miss the mark when it comes to readability, overwhelming users with needlessly opaque text.
Apex WebSCAN
We track over 400 GP websites through our WebSCAN website analytics tool, with readability being just one area of our research. According to our data:
- Two-thirds of investment strategy descriptions are difficult to understand, even for advanced readers
- It takes a PhD to grasp 10% of the websites we track
Below, you’ll find three key areas to focus on, each with our five top tips on how to improve. They are simple to implement, and the benefits are clear: Appeal to potential investors rather than repel them. Make it easy for them to like you!
1.Streamline your content
The problem:
Users disengage when faced with long, complex paragraphs of text.
The benefit of solving it:
Streamlining your content allows investors to quickly understand what makes your fund special. Investors should be able to move through each page easily, gathering the information they need. While they do this, you can influence them with your core messaging.
Five top tips:
- Ensure you understand what your users are looking for
- Present information in short, sharp bursts
- Avoid information that isn’t essential
- Don’t treat your website like your DDQ – it’s a marketing tool!
- Don’t get carried away – it doesn’t matter how good the writing is, if it never gets read
2.Cut the jargon
The problem
Overuse of technical language signals to investors that you cannot explain what you do in simple terms.
The benefit of solving it
When you explain a complex strategy in simple language, investors can tell you really know your stuff. This gives them confidence that a) you are an expert in your field b) if something goes wrong, you will be able to explain it in terms they can understand.
Five top tips:
- Write with an approachable, warm tone
- Write at an 8th/9th grade level – if you do that, your sophisticated target audience will be able to understand it quickly and easily
- Check that non-technical members of your team can understand it
- Don’t use technical language unless you really need to
- Make sure you explain technical terms and abbreviations - if you need to use them
3.Get to the point
The problem
Important messages are buried deep in your content. Investors skip past paragraphs or whole website sections, missing important messaging.
The benefit of solving it
Concise, well-structured content signals respect for your users' time and increases the chance of it being read. This endears you to them, makes your website feel more inviting, and overall creates a good first impression with visitors. It doesn’t matter how strong your advantages are if investors never read about them.
Five top tips:
- Remove unnecessary preamble
- Lead with the most important points
- Don’t write for you and your team – write for a busy investor/management team
- Include clear calls to action
- Signpost it clearly, so they can find it easily
Set yourself apart
Good readability can be a strategic advantage. Investors are more likely to remember and trust websites that communicate clearly and concisely. By focusing on readability, you’re not just making information more accessible. You are also making your brand unforgettable.
If you want to see how your website ranks against your peers, contact us about our WebSCAN. As well as readability, our tool assesses over 40 different criteria. The results may surprise you.
For more information about this blog please contact Daniel Daines
