One of the first lessons that students of journalism learn to is keep their writing basic. In fact, it's not uncommon for instructors to teach their students to write on an eighth grade level, so that at least the majority of readers will be able to follow what is being said in the article.

Obviously, as internet marketers, we aren't journalists and we aren't generally writing news for publication. And while the two mediums are clearly quite different, the end results that are being sought are quite similar. Think about it: Newspapers increase their advertising revenue by being able to show advertisers big subscription numbers - in order to make money, newspapers have to have easy-to-read, compelling editorial content that makes readers want to continue seeking out the newspaper as a source for information.

The Internet works in much the same way. Website owners want to drive as much traffic to their sites as possible, but that traffic is useless if people aren't compelled enough to stay at the site and return again and again. So, theoretically, the idea of writing content geared to readers that read on an eighth grade level would hold true for online marketing as well.

Don't get me wrong - I'm not saying that every site visitor you have is flaunting nothing but a eighth grade education … but I am saying that every site visitor you have has AT LEAST an eighth grade education, which means you can reach literally every person that comes to your site if the content is understandable and readable.

Real-World Content Examples: On the Search for Transmission Fluid

If you haven't noticed, the Internet Marketing Monitor is a fan of examples, so here's a (not-so) hypothetical real-world application:

Something goes wrong with my car, and I clearly have no idea what it is (I can change a tire, check my oil, and sometimes drive the vehicle … that's about it!). So I do what I always do first when I have a car problem: Call my Dad! (I will never be too old to do that!). He tells me that I might need to have my transmission fluid changed. Since I'm really pretty clueless when it comes to cars, and, specifically, transmission fluid, I decide to search for it on Google.

The first result I come upon is this CarTalk.com page that is devoted to transmission fluid. A quick glance around the Website shows that CarTalk.com is an affiliate of Cars.com, and is therefore geared to individuals interested in researching cars. OK, that's settled. Back to my transmission fluid search. The content on CarTalk.com reads something like this:

Transmission fluid is a slippery liquid that acts as a lubricant for all of the moving parts inside your transmission. In an automatic transmission, this fluid also serves as a coolant and a viscous fluid that transmits power from the engine to the transmission.

That's easy enough for me to follow, so I read on down the page to try to discover what I need to do with my car in regards to transmission fluid. Since I drive a car with automatic transmission, I find the section clearly labeled "Automatic:"

Automatic: Service intervals for an automatic transmission vary from every 30,000 miles … to never. The typical service interval is 60,000 to 100,000 miles. Changing it more often does no harm. In addition, like in a manual transmission, automatic transmission fluid will also become contaminated with worn bits of the transmission. If these contaminants are not drained out, they will shorten the life of your transmission.

So with about 2 minutes of research and reading, I now feel like I know much more about transmission fluid, and have an idea of what I need to do in regards to getting my car serviced. That was easy. The information was presented in such a way that I, as a complete and total transmission fluid novice, could easily understand the information. It was, however, also presented in a way that someone with a lot of knowledge about automotive transmissions could quickly find information he or she was seeking - say, when to get the car serviced - without having to wade through paragraphs and paragraphs of basic level transmission fluid information.

But of course, there is an example of information that is presented in such a way as to scare off the transmission fluid novice. Another top result in my Google search for "transmission fluid" directed me to this CarCare.org page. Both sites have similar names, so I suspect I will find similar information on this one. I was wrong. My eyes quickly crossed as I read the following:

Automatic transmission fluid is specially formulated oil ™ containing numerous additives to withstand grueling operating conditions … Some examples include:

• DEXRON® III/MERCON® - Recommended for all automatic transmissions requiring DEXRON® III, DEXRON® IIE, DEXRON® II, DEXRON® or MERCON ® transmission fluids. It can also be used where fluids meeting Ford ESP-M2C138CJ or Ford M2C166-H specifications are required.
• ATF+3®ï¿½Formulated exclusively for Chrysler Corp. automatic transmissions/transaxles where a Chrysler MS-7176, Mopar® or Mopar ATF+3® is specified.
• Type F (FLM) is a specially compounded fluid meeting the latest Ford ESW-M2C33F and is compatible with all M2C33 series Ford specifications. In all 1983 and later model Ford automatic transmissions use DEXRON ® III/MERCON ® or MERCON ® V Automatic Transmission Fluids.  

I didn't make it to the second bullet before I realize that this site must be marketed toward someone with prior knowledge of the topic at hand. In reality, CarCare.org is a site designed for vehicle owners to properly care for their cars - so pretty much any Average Joe or Average Jane with a car. But from the looks of this page, it's designed for a person that is much more mechanically inclined than me. Unfortunately, I'm so overwhelmed by the information on this page that I don't stay at the site long enough to really find out.

Concluding Thoughts About Content … and Transmission Fluid

As a business owner or Webmaster, your goal is quite likely to drive traffic to your site, to keep it there, and to continue to enjoy return traffic. The example above highlights typical Internet user behavior. I found information that was relevant to me, easy to follow, and understandable, so I explored the rest of the site after finding my information. I also bookmarked CarTalk.com so that when I have future questions about caring for my vehicle, I can return to the site.

On the other hand, the information presented at CarCare.org appeared to be complex from my perspective as a transmission fluid fool. The content was confusing to someone with limited knowledge of the subject, so I quickly hit the back button and began to click other results from my Google search. I also did not bookmark CarCare.org, and unless a future search takes me there, chances are slim that I'll return for more information somewhere down the road.

Even complicated content can be laid out in way that is simple and easy to explore. Make the initial content with which your site visitors first come into contact easy to understand, and chances are good that will hang around long enough to see what else your site has to offer. If you're selling a product or service, or are sponsoring advertising on the site, you know that the longer site visitors stay and the more they interact with your site, the higher your site revenue will be. And that's a good thing.

I'm not suggesting that all of the content on your site should be completely dumbed down and understandable to every Internet user. Many complex topics are really only comprehendable after some exposure to the topic … like, say, brain surgery. But the content should at least be initially presented in a way that is simple to the average user, and let links guide those seeking details and complicated expertise to the right place.

After all, the goal is not send them away shrieking in fear, but to keep 'em coming back for more …