Words matter in the AEC industry. They qualify, explain, elaborate, and even disqualify. Because content is so important, we want to provide highly succinct and accurate content for discerning readers who are pressed for time and want to make sound decisions that meet agency requirements for compliance and expectations for capability.
Let’s give readers first-class content.
Here are three simple suggestions to improve clarity and effectiveness of text:
- Use clear and concise language. Revise content to be straightforward. Avoid overly complex or jargon-heavy language that is tiring to absorb. Use plain English and break down complex concepts into simpler terms.
For example, this is long: “We look forward to continuing our partnership with the City of Paradise. We are confident that our expertise and commitment to excellence will make us a valuable partner in this project. Thank you for considering our proposal. We look forward to the opportunity to discuss this project further and provide a detailed proposal.”
This is tighter: “We look forward to continuing our partnership with the City of Paradise and are confident that our expertise and commitment to excellence will be valuable for this project. We look forward to discussing this project further.”
- Remove unnecessary details: Focus technical content on essential information. Review text and eliminate irrelevant or redundant information that does not contribute to the main message. Keep content concise and to the point.
Before: “Within the organizational structure of Acme, the Sunrise Highway Project holds a significant place. Leveraging our extensive experience in civil construction and bridge reconstruction, Acme is uniquely qualified and motivated to undertake this project.:
After: “The success of your Sunrise Highway project requires specialty contractor professionals who have the expertise and equipment for civil construction and bridge restoration.”
- Edit for readability and formatting: Pay attention to overall readability. Use clear and legible fonts, appropriate font sizes, and adequate spacing. Break up large text blocks into shorter paragraphs and incorporate bullet points or lists for easier scanning. Proofread for grammar, punctuation, and spelling errors.
Here’s a readability trick: remove “the” to improve readability. Remember to mention client benefits.
Before: “Acme has a long tradition of enhancing the design and construction process.”
After: “Acme has a long tradition of enhancing design and construction.”
Or: “For 40 years, Acme has enhanced design and construction projects with processes that consistently meet budgets and schedules. For example….”
Give readers words that build
your credibility and their trust.
Want to tighten content?
I help clients trim proposal, brochure and website content to improve readability.
Call me at 602.686.4616 or email me at barbara@everestmarketingservices.com.
Most professionals have adequate technical skills to perform their jobs. Communication skills are the hardest to master. I provide training that blends a veteran’s insights, communication best practices, and practical application to set the stage for professional satisfaction and career growth.
