Without clarity, there is no point to business


Without clarity, there is no point to business

“If the people who go on your business pages don’t know what you mean when you write it for them, it’s the same thing as not doing anything at all.”

What is this sentence? An inaccurate translation of an ancient inspirational quote? A riddle? A renaissance tongue twister? What is the point? Is there one?

The point is that the sentence isn’t clear - that’s the problem. In business writing, there should be little room for confusion or misinterpretation of your message, and you want to do this in as few words as possible to capture the attention of your audience. What we meant to say is, “If your audience can’t understand your writing, you may as well have written nothing at all.”

It’s as simple as that.

What you mean to say

Being misunderstood is a horrible feeling. But, when you don’t write with clarity, this is what can happen to your brand. You leave room for misinterpretation and miscommunication, and as a result, your message gets lost or morphs into something new.

Your business’s sense of self can disappear as more people struggle to connect with what you’re saying, and the integrity of your brand is at risk. It might seem unbelievable that all of this hassle comes from a few botched sentences and poorly structured pieces, but you’ll be surprised at the damage poor writing in business can do.

Luckily, improving the clarity of your work is relatively straightforward once you know where the problems lie and how to solve them. That’s why we are here, so let’s get started.

The basics - grammar, spelling, and slang

The way we write is continually evolving. In 2015, the laughing emoji was voted word of the year by The Oxford Dictionary, one of the UK’s authorities on words. But, just because there are a growing number of ways to say something doesn’t mean they are all suitable. As a business, you need to create a persona that resonates with your target audience, but always maintain a strong level of professionalism. This means using correct grammar and spelling in your writing, and minimising slang which is sometimes easier said than done.

Even professional writers have blips with grammar and spelling now and again. But, they have the tools and knowledge available to notice and solve them before they publish the piece. You too can use tools to help you, but these tools are not infallible. You will need to ensure you look over your work, checking manually for mistakes like an editor would. You may find that reading your work aloud will help you see where the errors are and which sentences are hard to understand from the reader’s perspective.


Readability, excellent spelling, and fantastic grammar are signs of quality writing. According to Google, these factors are some of the most crucial SEO signals. Without them, it’s unlikely your business will rank highly on Google’s front page. Simple errors in spelling, grammar, and clarity can limit the internet traffic to your site from search engines and therefore suppress your sales. Making sure your writing stays SEO compliant is one of the best ways to promote business profitability.

Don’t beat around the bush

When you write, say what you mean. There is no need to prolong your message, or make your readers wait for it because chances are, they won’t. The average reader will stay on your page for approximately 15 seconds before clicking off. This means you have 15 seconds to capture their attention and prove that what you’re saying is valuable to them.

It’s better to get your main point across quickly and clearly so you can start to build the foundations of a community of loyal readers.

We hope these simple tips help you write more clearly so you can promote your brand the way you want. But, if you’re still struggling, why not get in touch with Coster Content on 0161 413 8418. We will be more than happy to discuss how Coster Content consultancy can revolutionise your business writing so you can captivate your audience and grow through the written word.

Alia CosterComment