In a podcast on the American Psychological Association website, Gloria Mark, Ph.D., of the University of California Irvine, revealed that the average person’s attention span when looking at a digital device is just 47 seconds. If you’re going to capture a reader’s attention, simplicity is key. The last thing you want to do is make your prospective clients waste time trying to locate the information they need. 

Before a blog, library article, or FAQ is published on your website, our team of experienced writers and editors asks: 

  • Is the content free from ambiguity or confusion?
  • Is the content fact-checked and supported by reliable sources?
  • Are bulleted lists and headings used effectively to improve readability?
  • Have complicated medical or legal terms been explained in a way that makes sense for your target audience?
  • Does the content avoid unnecessary repetition or “fluff”?
  • Have we included links to other resources, both internal and external, that can help the reader learn more about the topic?


Your website is more than just a digital business card. It’s a platform for you to showcase your skills and experience in a way that positions you as an industry thought leader and a guide who helps clients solve their problems efficiently and effectively.

Here’s what our content team looks for to demonstrate to readers that you’re an excellent choice for their needs:

  • Does your content include case results or testimonials that demonstrate your experience in a particular practice area?
  • Do you highlight aspects of your background, awards, or professional memberships that enhance your credibility in the eyes of the reader?
  • Have you shared why the reader should consider working with you instead of one of your competitors? 
  • Is there a clear call to action that prompts the audience to contact you for a consultation or appointment?


Empathy is the “secret sauce” that turns purely informational content into something that inspires the reader to take immediate action.  Content that is empathetic taps into what your avatar client is feeling and provides reassurance that you can help them solve their problems. For example, if you’re an estate planning attorney, sharing a story about a loved one’s past health crisis highlights the need for effective planning for your own family and can help your prospective clients feel as though you understand how emotionally difficult the estate planning process can be.

When we’re working with clients to create content that demonstrates empathy, we ask: 

  • Is your content written in a way that speaks to your target audience's demographics, interests, needs, challenges, and aspirations?
  • Does your content offer clear solutions to the pain points, struggles, and challenges your audience faces?
  • Does the content incorporate storytelling techniques to share anecdotes or case studies that illustrate real-life experiences and challenges related to your content topic?
  • Are you open and authentic in your communication? (We have several clients who share how their faith has impacted their approach to serving clients. This can be a powerful way to build a connection with readers who fit your avatar client profile.)

As AI-generated content becomes more commonplace, we believe that empathy will be a crucial part of adding the personal touch that helps your website stand out from its competitors. ChatGPT, Claude, and other LLMs can mimic human speech patterns, but technology can never replace your unique perspective and the connection you have with the clients you serve. 

Work With a Content Marketing Team That Helps You SEE Results

Your website content is a critical factor in your search rankings, and it has a huge impact on user experience, conversion rates, and the overall success of your online marketing. Our content services team is here for you to strategize, research, write, edit, and publish high-quality content that exceeds Google’s standards and gets real results for your practice. 

Ready to work with a content team that takes your success seriously? You can learn more about our content marketing services or give us a call at 888.886.0939. 


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