We’ve all seen it. The business communication or Website that fails to engage us. But not because of a dull design, mostly as a result of missing or mis-ordered information. That’s where content order comes into play…and it’s really important.

For instance, maybe the local bakery has a site that uses most of the landing page to talk about their experience, the healthy nature of their products, and how friendly their staff is. What’s missing is the content the consumer needs to make a purchase decision or even visit the store.

Is the bakery site mentioned above useful? Sure…I guess. But does it tell me how to find the store? No. Does it tell me what their hours are? No. And does it give me a clear way to get in touch? No.

Ultimately, the site that doesn’t drive business and affinity isn’t doing its work properly. But there are ways to fix this problem if it already exists (or better still, plan your site and content properly so you never have this problem).

First, think audience, audience, audience. The best-prepared salespeople are the ones who can empathize with their customers. So, try to come up with every question your customer might have…and do this while clicking around your existing site. *Again, if you’re planning your site, then just make a list of questions and find sites that do this job well to use as examples for your website design team.

Next, speak like a real person. The only place for buzzwords and jargon is in Department of Defense documents and the boardrooms of stuffy investment or legal firms. Your Website should be as close to a one-on-one communication as possible. If a visitor wants a point of contact, give them an easy to read phone number, social media handles and links, email address and a physical address.

Take mobile devices into consideration. In these days of mobile devices, more people are strolling around with only a mobile device at their disposal. If your content is clear, compelling and succinct, you win. People will be able to read your info, find your store and hopefully make a purchase.

The best example of great mobile integration comes from the restaurants that post their menus on their sites in plain text and designed layouts. This makes it easy for anyone to see what’s for lunch without cursing that their mobile phone can’t read a Flash-based fancy menu.

Finally, size really does matter. Laptops and mobile devices are portable points of contact for your customers, clients and colleagues. Think about giving visitors to your site the most important information first. Nobody wants to scroll forever just to find a way to contact you to ask a question.

“NEW LOCATION” is a must if you have recently moved. Phone number and address are more important than telling folks your mission. And your operating hours and other means of contact are vital.

Which also brings me to a piece of content far too few businesses share – frequently asked questions.

By having an FAQ area on your site, you can save customer service time, client time and still serve your audience efficiently. This doesn’t have to be right up front, but having a link to it off the home page is a great strategy to serve anyone who might have an easily addressed question.

Ultimately, the way and order in which you share your information is the key to an enriching relationship with all your audiences. With a little care and plannning, you’ll have happier customers who are spending less time trying to find your info and more time putting money into your pockets.