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

Hi! I'm Renae Gregoire, a digital conversion expert improving the performance of digital marketing content, including websites, landing pages, sales pages, online courses, blogs, and email sequences. If you're a coach, consultant, or other expert having trouble getting people to click, sign up, subscribe, or buy, I can help. My work typically involves a blend of strategy, design guidance, and wordsmithing, with a heavy focus on how your materials look, sound, feel, and function—all from your reader's perspective. Contact me to see how I might be able to help improve your conversions.