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.
