From ‘what is’ pieces to ‘how to’ blogs, explainer articles are a powerful way to draw in traffic, giving readers clear answers and practical guidance on the topics they care about.
Research shows that educational content receives 52% more organic traffic than company-focused content and drives three times more leads than promotional content.
Explainer articles perform well because of their educational value. They’re designed with the reader in mind, helping your audience understanding something they want to know about in a quick, clear and concise way.
For organisations, being that fountain of knowledge can be highly beneficial. If your audience can see you’re knowledgeable about a topic, they’ll be much more like to trust you, and potentially choose your product, service or solution over your competitors.
This, however, relies on getting explainer articles right. In this guide (ironically, an explainer article about explainer articles), we’ll outline exactly what an explainer article is, some of the common mistakes in writing them, and how to keep people engaged from start to finish.
What is an explainer article?
The purpose of an explainer article is to help the reader improve their understanding of a topic, idea or concept by describing it in a clear, accessible and easy-to-follow way.
In most cases, explainer articles will be broken down into clear sub-sections or questions that flow in a logical order, exploring what the topic is, why it matters, and how it works.
Often, explainer articles are framed as ‘how to’ guides or ‘what is X’ articles, but they can also be more specific product or service explainers. Whatever form they take, the aim is always the same: to improve the reader’s understanding, and break complex topics down in simple, digestible ways.
Common mistakes when writing explainer articles
While writing an explainer article might sound easy, both the structure and language require meticulous thought and planning to ensure they are put together in a way that works best for the reader. Without due care, poorly constructed explainer articles can emerge that lose the reader’s attention or end up confusing them, rather than providing clarity.
Some of the most common mistakes that occur when writing explainer articles include:
- Trying to explain everything at once: If readers are overloaded with lengthy, laborious paragraphs or irrelevant information, they will be unlikely to read it or take it in. Therefore, it’s important to consider exactly what the reader will be looking to find out, and focus on providing the most important information clearly and concisely.
- Assuming too much prior knowledge: Even a small amount of assumed knowledge can alienate readers that are coming to the topic afresh. Therefore, it’s important to ensure the article is broadly accessible, and covers the basic concepts.
- Using acronyms or industry jargon: Assuming prior knowledge can also lead to the use of acronyms that the reader won’t necessarily understand. Any technical terms should be clearly explained and used sparingly where possible.
- Sounding clever over being clear: While it can be tempting to show the reader you’re an expert on the topic in question, overly complicated writing won’t resonate with the reader. What they need is for you to make things genuinely easy to understand.
6 tips for writing explainer articles that resonate with readers
Having looked at what not to do, there are also several best practices that every writer should adhere to when putting together explainer articles and how to guides. Here are six tips that every explainer article should incorporate to ensure it meets the needs of the reader – from language to structure and flow.
1. Consider questions the reader actually has
One of the simplest ways to improve an explainer article is to structure it around the questions your reader is actually asking.
Most people don’t read explainer articles from start to finish. Instead, they’re looking for answers to a handful of specific questions, and if they can’t find them quickly, they’ll turn to another piece of content.
To help readers quickly find the information they need, explainer articles should include several frequently asked questions such as:
- What is X?
- Why does X matter?
- How does X work?
- What does X mean for me?
If the reader can quickly see that their questions have been considered and answered at a glance, they’ll be far more likely to keep reading, and return to your brand as a trusted source of knowledge, information and expertise in the future.
2. Start each section with the simplest explanation
Once you’ve considered which questions your explainer article will answer for the reader, it’s time to think about the explanations themselves.
Here, a good tip is to open each written answer with a simple, one-sentence explanation. Starting each sub-section with a clear, concise definition will give the reader confidence that their queries will be clarified. From here, you can then elaborate with additional detail.
So, when writing, put yourself in the shoes of someone who isn’t familiar with the topic or industry. If that person wouldn’t understand this opening response, that it needs to be simplified further.
3. Keep the language clear and simple
A big part of that simplification comes from the language you’re using itself.
It’s estimated that the average human attention span is now just eight seconds, and so it’s vital that explainer content is concise and clear. That means writing with simple words and short sentences.
According to HubSpot, 83% of marketers say it’s better to focus on quality of content, even if it means they post less often. In the case of explainer articles, quality means:
- Using plain, everyday language wherever possible
- Keeping sentences short and direct
- Explaining anything that might not be immediately clear
4. Structure for skim reading
As well as being easy to understand, your content needs to be easy to navigate.
According to Hubspot, 73% of people skim blog posts rather than reading them in full. To ensure your content allows readers to skim read, it needs to be broken down using clear, descriptive subheadings.
These should flow in a way that takes the reader through the topic logically from start to finish. Paragraphs, meanwhile, should also be short and easy to read quickly.
With that said, don’t be afraid of the overall length. A well-structured explainer article can be long, as long as it’s easy to follow. In fact, more detailed, well-organised content can be more useful for readers, giving them everything they need in one place.
5. Use examples to do the heavy lifting
If your explainer article is covering complex subjects, then examples can be used to help simplify the explanations and make it easier for the reader to understand.
Some good ways in which you can turn abstract ideas into something concrete and easy to understand is by using:
- Analogies that compare a complex idea to something familiar
- Real-world scenarios that show how something actually works in practice
- Simple comparisons that highlight differences or outcomes
If you’re able to show the reader how something works in a real-world context that they’re familiar with, then they won’t have to work it out for themselves.
6. Don’t try to explain everything
A common trap when writing explainer articles is trying to cover every possible angle of a topic comprehensively. While it might feel the right approach to take, it can overwhelm the reader and dilute the core messages.
The reader benefits the most when your explainer article is focused. Therefore, it’s important to prioritise delivering clear, well-structured explanations.
A good explainer should leave the reader feeling informed, not exhausted. If they come away with a solid understanding of the key concept, you’ve done your job, and are likely to be the place they go next if they want to learn more.
Examples of effective explainer articles
When done well, explainer articles are simple, focused and genuinely useful. They prioritise clarity over completeness and always keep the reader’s needs front of mind.
A good example of a brand that does explainer articles well is Rightmove. Instead of attempting to explain the entire property market in one article, they break it down into focused pieces, such as:
Each guide covers a specific topic, answering some of the key questions clearly in a logical structure. They’re also written for broad audiences, and so use plain, simple, everyday language, ensuring key concepts are easy to understand.
Want to get it right? Work with an explainer article copywriter
Explainer articles might look simple on the surface, but writing them well requires a careful balance of structure, clarity and audience understanding.
The most effective pieces anticipate the reader’s questions, provide clear and concise answers, and guide a specific audience towards a more confident understanding of a specific topic.
That’s where an experienced copywriter can make a real difference. They know how to:
- Break complex ideas into simple, digestible explanations
- Structure content in a way that supports both skimming and deeper reading
- Strike the right balance between clarity, detail and engagement
- Align content with search intent to maximise visibility and performance
Want to make sure you get your explainer articles right? Contact us today for support.
