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Picture this. Someone performs a Google search and arrives at a website with the exact information they seek. This information is presented clearly, concisely, and in a way that encourages the reader to interact with the content in a deeper way.

Someone else also performs a Google search and arrives at a different website, also with the exact information they need. However, this content is presented in a confusing and hard-to-understand way. Because of this, the reader leaves the site and continues on with their search.

Businesses and organizations hire writers to provide content that is engaging and thought provoking. If content doesn’t engage the reader, it’s not worth much.

A significant aspect of providing engaging content to your audience is presenting it in a way that is simple and easy to read. Here are four strategies to help you create content in a simple, clear manner, even if the subject matter is complex.

Create a Roadmap

To guide your writing, create a roadmap prior to putting pen to paper. Ask yourself: what is your argument? Once you determine that, write that on the top of the paper. Next, determine how you want to present your argument. Arrange your topics in a sequential or other logical way, building your argument step by step. This will help you break down complex content into smaller, simpler points. Finally, place bullet points under each topic and populate those with information that bolsters the larger point.

Write a Strong Thesis

Using your roadmap, you can creatively draft a strong thesis paragraph. The thesis paragraph introduces your subject and explains how you will present that subject to the reader. It also alerts the reader that you will present the complex matter in an understandable way.

Similarly, a strong thesis sentence at the beginning of a paragraph provides readers with a basic concept of where the paragraph is going.

Eliminate Wordiness

Wordiness and long, complicated sentences can make content difficult to read. They can convolute simple ideas unnecessarily and distract from the main argument. While you may have an urge to use a litany of words to describe a single event or object, resist that urge.

For example, the statement “in order to keep a modicum of cleanliness in the office, patients waiting for the doctor should absolve from eating crumb-causing food” is too wordy. The statement needs a scrubbing. Try this: “To keep the office clean, please do not eat in the office.” Not only does the scrubbed version cut the statement from 22 words to 12, it presents the message in a simpler, more direct tone.

Use Commas Appropriately

The comma is a useful piece of punctuation because it helps clarify sentences. However, excessive comma usage can be confusing and distract from the sentence’s intent. Eliminating inappropriate commas simplifies content and helps it be more engaging.

For instance, the statement, “the two parties, though on different ends of the spectrum, agreed that, without any general preconditions, future talks, wherever and whenever they occur, will be predicated on the applicability of, but not limited to, calming of current tensions” is confusing.

A better example of the same statement: “The two parties agreed that future talks will be predicated on calming current tensions. Although the parties are on different ends of the spectrum, they agreed to talks without any general preconditions.” By simplifying the statement, the content becomes more readable.

Writing that is both simple and clear makes a better argument than writing that is complex. Therefore, simple writing is the better the way to go.