Are you writing for your audience, or your industry?

Every industry has its own language, and construction is certainly no exception.

Technical terminology, acronyms, product names and procurement language - there are plenty of words and phrases that make perfect sense when you use them every day. But does your audience understand them? Are they really thinking in technical terms?

Good content shows your expertise in clear, easy-to-understand terms, without corporate fluff.

Who are you talking to?

Before you write anything, you need to understand who you're writing for and what they're looking for. This might sound obvious, but you'll be surprised how many companies get it wrong.

They talk about their services, expertise, accreditations, products and processes without thinking about what their customer or client actually wants to know. Which, nine times out of ten, starts with: “How does this help me?”

Different audiences have different priorities, so knowing their problems or pain points is essential.

A facilities manager might have a problem to solve, while a specifier might be looking for detailed technical information. A main contractor might want evidence you can deliver safely, but a property owner may care more about cost and protecting their asset.

You may be offering the same service or solution, but your message will differ depending on who you're writing for. Who you're talking to can also determine the language you use.

What words do they use?

All too often we come across content with long, complex sentences littered with technical terminology. And when you live and breathe your sector, that's understandable. But does your target audience understand what finite element analysis is, or whether they need a fundamental semiconductor unit?

This language is second nature to you. But your clients aren't always thinking in technical terms. They just want to understand what you're offering, and if it's what they're looking for.

This is particularly important online. People don't always search using your internal terminology. They search for the problem they need to solve, and in their own words.

Using everyday language isn't dumbing down your content; it’s making it more visible to your target audience.

Think about where they are in the sales journey

Not everyone who reads your content is ready to pick up the phone. In fact, most aren't, so writing as though they are is one of the fastest ways to lose them.

As well as thinking about who you're writing for, you also need to think about where they are in the buying process. Is it awareness, consideration or decision?

People in the awareness stage have identified a problem or need, so they start researching and collecting information. They look for educational blogs, e-books, or videos that explain the problem and why it needs to be addressed.

Once the buyer understands the problem and why it needs addressing, they start researching solutions and comparing options. Guides, demonstration videos and email newsletters will provide the information they're looking for and explain the benefits and features of your services.

The final, crucial stage is the decision. Address any lingering concerns and persuade the decision-maker that you're the right fit for their needs. Case studies, testimonials, user guides, and accreditations can be the final proof they need to make a decision.

Talk about benefits, not just features

Guess what? Your clients and customers don't care if you're a market leader or have a unique product. They care about how you can help them.

Companies are understandably proud of what they do, their accreditations, team size, their products and services. When you list these on their own, they're just features. And features don't sell; benefits do.

The difference is simple. A feature is what you have or what you do. A benefit is why it matters to your client.

If you have an in-house design team, that's a feature. But if you explain that this means you can design out risks or react quickly to specification changes, those are benefits to your client.

Your clients want peace of mind, and that comes from benefits, not just features.

Use the active voice

When you write using the active voice, the subject comes first and performs an action. It makes content clearer and easier to understand. The active voice is more direct and flows naturally.

The passive voice moves attention away from the subject to the object. Content tends to sound more formal and can be less engaging.

Passive: "The project was completed on time and within budget."

Active: "We completed the project on time and within budget."

Passive: "A detailed roof survey will be carried out."

Active: "Our team will carry out a detailed roof survey."

When writing in the active voice, focus on the customer or client and tell the reader what will happen and why it matters to them.

"We'll survey your roof to identify defects and recommend the right repairs."

Remember, people want to know how something benefits them.

Make it easy to take the next step

Every piece of content you write should have a purpose - something you want the reader to do, think, or feel when they've finished reading. Not necessarily "call us now." It might be as simple as understand what we do, trust that we know our stuff, or feel confident enough to find out more.

The best construction marketing doesn't sound like marketing at all. It sounds like a conversation where the person says exactly the right thing at the right time. It's about making it easy for the people you want to work with to understand why they should work with you and the benefits you'll bring to their business.

How can CME help?

At CME, we work with businesses in construction and the built environment, helping them to develop the messaging and marketing campaigns that speak to their customers and clients. Whether it’s website copy, blogs, case studies, e-shots or social media posts, we write for your audiences.

If your content is failing to engage, let's talk. Call us on 0843 506 5202.