Clear content helps readers understand what they can do on your website and guides them through those tasks. For example, if I was preordering a book, clear content would explain how to order it, what it costs, and when to expect the book. Those details clear up confusion and help your customers feel comfortable. The web is full of mixed messages and bad content, but if you take the time to set clear expectations, that will help you stand out.

Useful content shows readers you’re paying attention to their needs. It solves problems. It supports your goals and your readers’ goals—and that builds trust, while supporting your broader mission. When content is useful, it gives people a reason to come back to your website or pass your content along to a friend.

Friendly content sets the tone for how you interact with customers. Being kind and showing your empathy is the best way to let readers know you’re not a creepy robot or an insensitive monolith. When you meet readers where they are, you show signs of being human and caring—and that makes difficult situations less frustrating.

Nicole Fenton.