In the world of agency or consulting work, writing transcends mere text on a page. It's about crafting a narrative that not only informs but also motivates action.

Be it a client presentation or a monthly report, the keys to success lie in clarity, precision, and thoughtful design.

Here’s how to produce content that not only stands out but also highlights the excellence of your work, insights, and recommendations.

1. Construct the narrative and framework

A strong outline forms the backbone of any compelling presentation or document.

Envision building a pyramid, akin to structuring a top-notch website.

Your main message is bolstered by several themes, each further supported by additional themes or data points.

Draft using a Word document

Before diving into slide creation, sketch out your narrative in a Google or Word document. Utilize bullet points to outline your thoughts and structure.

Rearranging bullet points is quicker, which helps in ensuring a smooth flow before you start on the slides.

Collaborate

Seek feedback by sharing your outline with a colleague or supervisor. Even seasoned executives like CEOs leverage this approach for critical presentations.

Avoid wasting time on slides you might discard; early feedback can identify what's missing or unnecessary.

Refine your narrative

Once your storyline is robust, transition to slides to bring your points to life visually.

Organize information for clarity

• Priority order: Start with the most crucial or substantial points.
• Time order: Arrange in chronological sequence.
• Class order: Group by similar categories (e.g., in SEO, categorize by on-page, off-page, technical).

Explore further: How to maintain engagement with SEO clients: 8 communication strategies

2. Select the appropriate template

The design and layout of your slides are as vital as the content itself.

Marketers often rely on visuals, so clear presentation is crucial for conveying your information and ideas effectively.

Choosing templates

Opt for a template that complements your message. Agencies often find minimalist, clean designs most effective.

While your agency might have a standard PowerPoint template, you may have the option to select a specific layout. Consider guiding the reader’s focus across your content.

Visual clarity

Select layouts that best visualize your points, such as charts, timelines, or side-by-side comparisons.

3. Focus each slide on a single core idea

Avoid overwhelming your audience by trying to convey too much on one slide. Simplicity enhances comprehension.

One idea per slide

Ensure each slide communicates one main concept. Overloading a slide can confuse viewers, diluting their focus and engagement.

Adjust the content balance depending on whether slides will be emailed or presented live.

Titles should encapsulate the key message

Slide titles should reflect the main takeaway, not just the topic. For example, replace "SEO Findings" with "Technical Fixes to Boost SEO Performance."

This not only sets the stage for the slide but also aids in presenting the information, particularly when there's a significant time gap between creating and presenting the deck.

Use complete sentences

Express full thoughts rather than fragments to avoid leaving your readers guessing.

4. Use a compelling sequence to tell your story

A well-constructed deck or report tells a story that captivates readers, showcasing the quality of your work and ideas.

Priority order not only applies to information on a slide but also to the entire deck or report.

Lead with impact

Begin with the most crucial insights to ensure even those who stop reading early grasp the key points.

This is especially critical for presentations viewed by busy executives or CMOs who might only skim the executive summary or a few pages.

Logical flow

Arrange slides and bullet points in a clear, intuitive sequence. For instance:

• Start with actionable findings or recommendations.
• Place technical details later unless addressing a specialized audience.
  • When presenting an SEO strategy to a general audience, lead with content-related information for easier comprehension. For developers, technical SEO details can take the lead.

Visual storytelling

Employ graphics and annotations (e.g., highlights, circles, bold, or shading) to emphasize key points and guide the reader’s focus on the slide.

5. Be concise and precise

Respect your audience’s time by keeping your content concise and impactful. Fewer words can highlight your ideas more effectively.

Readers don’t share your knowledge

Use storytelling to explain both data and its implications. For example:

• Instead of stating, “40% of your spend has a quality score of 7 or below.”
• Elaborate on why it matters: “Improving the quality score can reduce CPCs and increase CTRs.”

Eliminate fluff and jargon

Avoid losing your audience in terminology or unclear meanings. For instance:

• Instead of: “The core theme is from the Shopify theme store with slight customizations to match your existing website theme.”
• Use: “We’ve slightly modified the theme to match your current site's look and feel.”

Edit ruthlessly

Tools like Hemingway and Grammarly can help simplify and refine your writing.

Before sending out an important deck, conduct peer reviews to remove filler words and ensure clarity.

Avoid redundancy

Express your points once and clearly. This excludes summaries on executive summaries or scorecards.

Explore further: Building enduring relationships with SEO clients

6. Instill confidence with clear recommendations

Your clients rely on your expertise. Most often, you provide advice they can choose to follow or ignore.

Be direct

Avoid hedging with phrases like “we recommend.”

Instead, state, “Implement X to achieve Y.” Unless it's already done, the client perceives it as a recommendation.

Suggest testing if uncertain

If unsure, propose testing or phased implementation.

This approach is more persuasive than constant use of “we recommend” and demonstrates your commitment to improving their programs and results.

7. Keep language simple to let your ideas and results shine

Using larger or more complex words can obscure the quality of your work.

Consultants from leading firms are often trained to write at a 6th to 8th-grade reading level, even for executive content. Make your work accessible to all.

Simplify language

Avoid “big words” unless they're part of your usual vocabulary. My team knows I dislike the word “utilize.”

Use active voice

Keep sentences engaging and direct (e.g., “We identified opportunities” rather than “Opportunities were identified by us”).

8. Executive summaries should narrate a story

Your summary sets the tone for the entire document.

However, crafting the executive summary is typically easier after completing the rest.

My method: Review the deck or report and mark anything that stands out as particularly important. Use these highlights to form the executive summary.

You might find too many great points to highlight, but you’ll quickly discern which are less exciting or essential.

Well-crafted slide titles can also assist in forming an executive summary.

Highlight meaningful insights

An executive summary should not merely list contents. Use it to encapsulate key findings, recommendations, and their impact.

Use hard-hitting statements

Leverage data or compelling facts to capture attention.

Keep them engaged

An excellent executive summary acts like a catalog cover, enticing the reader to delve deeper into your materials.

Ideally, you want them to feel confident in their agency partnership and well-cared for.

Explore further: 12 strategies for more effective SEO client meetings

Crafting engaging client presentations

From sketching out your thoughts to crafting impactful slides, effective client communication hinges on structure, clarity, and design.

Begin with a solid foundation, refine your story, and let your visuals and language collaborate to engage and inform.

Whether you’re compiling a weekly report or a quarterly business review (QBR), these principles will aid you in delivering compelling and memorable content.

Contributing authors are encouraged to submit content to Search Engine Land and are selected based on their expertise and contributions to the search community. Our contributors work under the guidance of our editorial staff, and their submissions are evaluated for quality and relevance to our readers. The opinions they express are their own.

The above is the detailed content of 8 tips to craft clear and impactful client communication. For more information, please follow other related articles on the PHP Chinese website!