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Three reasons lenders should keep their content simple

2 min read

Three reasons lenders should keep their content simple

You only have three seconds to create a good first impression when you meet someone in person. The same goes for marketing your business – your website only has a brief opportunity to impress potential new clients. 

Here are three key reasons simple content will help you create a good impression:

 

1. Simple content is helpful

Most people who visit a website want an answer to a question or a solution to a problem – not a sales pitch. That’s why it’s important to write your content in the form of answers, not ads.

For example, if you’re a non-bank lender, instead of writing “You can get a great deal on a home loan with us”, and then telling people how wonderful you are, you could have a section headlined: “The benefits of using a non-bank lender”. So if someone used that phrase in a Google search, they’d find your page and the answer.

But be careful how you word the answer. 

For example, if someone asks Google “How do I qualify for a home loan?”, they’re clearly new to the property game because they’re asking a basic question. So if you answer “First, you need an 80% LVR”, the first home buyer will be confused, because they won’t understand what an LVR is and probably won’t read the rest of the answer. Instead, they might click on the next search result to find an easier answer.

But if you used simple English and answered “You need a 20% deposit to qualify for the lowest interest rates”, the first home buyer would understand and would probably keep reading. This would increase your odds of winning their business.

  

2. Simple content is impressive

If potential clients are searching for information, the only thing that will impress them is information that is easy to understand.

So tell them everything they need to make an informed decision, without making them decipher jargon or acronyms. 

The more impressed they are, the more likely they’ll recognise your expertise and be interested in your services. 

If your explanations are hard to understand, people might assume you’ll be hard to understand too, and might not want to do business with you.

 

3. Simple content increases your chances of winning over the client 

The more answers you have on your website, the longer someone will linger. And the longer they linger, the more opportunities you’ll have to convert them to clients.

So provide interesting content that is easy to understand so people will keep reading. 

For example, our hypothetical non-bank lender could continue to answer the “How do I qualify for a home loan?” question by explaining:

  • That buyers could still get a home loan with only a 5% deposit but may have to pay lender’s mortgage insurance (LMI)
  • How much LMI costs, why it needs to be paid and when it needs to be paid
  • How government schemes give eligible buyers the chance to purchase a property with a 5% deposit without having to pay LMI

Every easy-to-understand answer gives you another chance to show your expertise and potentially sell your services.

 

Need help?

Writing informative content in simple English is not as easy as it looks. 

And if you work in an industry long enough, you become so accustomed to the jargon and acronyms that you can forget others don’t know what they mean. 

That’s why you should ask Hunter & Scribe to write your content. 

We specialise in:

  • Keeping content simple
  • Using plain English
  • Explaining any terms we use
  • Writing for the property and finance industry

Contact us for more information.

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