Paul Haarman- Seven Secrets of Better Online Business Writing for Increased Traffic and Credibility

Are you a busy business owner looking to expand your online presence and drive potential customers to your website? If so, you need to know how to write online content that gets read! Especially in today’s digital age of information overload, where there is more content created every minute than ever before in human history, people don’t have time to wade through thousands of web pages just searching for the best results. They expect their search engines websites like Google and Bing to provide them with exactly what they are looking for says Paul Haarman. Your task is to make sure your site appears at or near the top of those search engine results pages (SERPs) so that you can reach the widest audience possible.

This article will cover seven secrets to help your business write better online content that gets read and shared, which will increase traffic to your website over time.

Most of these strategies are also ideal for blogging because they are both short-form text style writing.

What’s Your Message?

  • Before beginning any form of communication it is important to know what you want to communicate or say. Whether you are trying to convey a personal message or promote a product, service or idea online, first determine what it is you want people to understand before putting anything into words on screen. This may seem like common sense, but sometimes even industry experts forget this basic rule of communication when creating articles, blog posts or web copy to promote their companies.
  • Once you know what it is that you want your audience to get out of your writing, choose the tone and style that will best convey that message. For example, if you are creating a very professional business article to post on your company’s website about how to save money for holiday shopping, then think about using serious language with an authoritative tone. However, if perhaps you are writing for consumers or sharing an inspirational story at Christmas time, try using more conversational, entertaining language instead. Either way make sure whatever words you put down online match the kind of communication level (formal vs informal) people expect from your brand explains Paul Haarman.
  • If there is no clear call-to-action in your message then don’t bother to write anything at all. If you are sending out a general, vague message that doesn’t have any distinct purpose then nobody will know what exactly it is that you want them to do or take away from the article. This could mean leaving your site after just one visit without converting into a customer.
  • If your business writes an interesting blog post about “Seven Tips for Better Health” but there is no clear directive telling readers how they can use those tips specifically to improve their health, this information may be useless to them because it doesn’t provide much value. The reader isn’t likely to take any sort of action like sharing or linking back to your webpage if they don’t understand why these aren’t simply just random facts floating around on the Internet.
  • When you have a very specific call-to-action for your message, put it right upfront at the beginning of the article. So that people don’t have to read all the way down the page to find out what exactly it is. That you want them to do or take away from this piece of writing says Paul Haarman. This could mean asking your audience something like “Have you ever had questions about how to plan for retirement?” Or better yet, give them an instruction by saying something like. “For more detailed information on planning for retirement please visit our website here.”
  • If people are wondering why they should care about reading your content. Or taking any sort of action, make sure this is clear as well! Most online readers today will only spend a matter of seconds determining. If your article is actually worth reading before moving on to the next webpage. So make it very clear why they should bother to invest their time in your message.

Write For Your Audience

  • The best way to get people interested in what you have to say online is. By writing about topics that are relevant and familiar to them. Start with the assumption that every reader has different knowledge, skills and abilities (or KSAs). When it comes to whatever subject matter you’re covering. This means making sure your readers know more about the topic than they did before. By using easy-to-understand language throughout the entire piece. So that even beginners can follow along with what you are explaining.


If you want your business to succeed in the digital space you need to make sure says Paul Haarman. That all of your online content is clear and precise when communicating with the people who visit your webpage. When sharing information make sure it has a specific purpose. It is easy for anyone to understand, and most importantly offers value! As long as you play by these rules then you’ll go far with creating quality content. That will get shared socially and rank well in search engine results.


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