When addressing specialist subjects, many business writers can slip into the jargon of their trade. Where the target audience is known to be of like-minded professionals, this approach is often expected, lest you appear to be underestimating your readers’ intelligence. However, where a document is designed for more general consumption, it is important that it be accessible to all.

The one big faux-pas in article writing is abbreviations, well recognised within a certain field but unknown, or in alternative usage, in the wider world. Full descriptions should be used wherever possible. If this proves difficult due to word count, it is perfectly acceptable to ‘introduce’ an abbreviation at the first use of the phrase; ‘sites looking to achieve Search Engine Optimisation (SEO)’. Hereafter, you can use SEO as shorthand. When forming this introduction, it is crucial to use capital letters on each part of the phrase and bracket out the abbreviation, also in capitals, for clarity.

Another alternative, if using a phrase sparsely, is to provide a short definition on the first usage; ‘the process of search engine optimisation, improving a site’s ranking in search engine result, begins…’.

Implementing these simple rules will ensure your articles are accessible and easily understood by more potential clients.

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What do you want your website content to do for your business? You probably want to attract the attention of search engines, to raise your online profile and to gain potential clients’ confidence in your business. One way you can help achieve all of these goals is to include a ‘News’ section on your website.

The most efficient news sections are designed to be quickly updatable and usually keep news items to 250 or so words, an ideal length for attracting Internet readers. This can always link to a longer article on your company blog if you feel there is more to say. However, if you do create longer versions, ensure they have a purpose. As with all web content, news items and associated articles should be kept clear and concise. Use exactly as many words as you need - not a single letter more. A regular schedule of fresh content means your site will be crawled more often by the search engines.

A frequently updated website also sends a strong signal to potential customers that you are an active and dynamic company. It gives them an insight into your aims, achievements and work in the current market that product descriptions and static pages can’t achieve. To this end, consider a variety of news posts on a variety of topics. Types of posts may include articles on product and company news (upgrades, promotions, recent press coverage); as well as wider industry news.

Online news sections can work really well in tandem with business blogs: the former can demonstrate your organisation’s leadership in its industry, whereas the latter offers a more informal platform for potential customers to interact.