I first offered up this advice for web writing under the title “Be Specific Get Found” back in 2011 and it’s still relevant today as Google changes it’s algorithm, Bing encroaches on the share of searches, and mobile friendly has become the norm. 6 years later being succinct and clear in when writing blog posts is still important.
When writing text for your business website it pays to choose clear words. Exact words are more likely to be found by the major search engines (Google, Yahoo, MSN, etc.). Embellishing text with specific terms will result in web content that is rich with searchable words and phrases that web visitors are actually seeking. Avoid flowery language and get to the point… It’s good for SEO.
Pinpoint the Geography
Where do you do business? If you currently say, “We cover Fairfield County,” go broader and go narrower. Include the state in which you do business and several of the towns or communities that you cover. For example, “We are a CT web design business, located in Fairfield County. We serve Newtown, Fairfield, Westport, Danbury, Stamford and Greenwich” Google loves it when you link to other websites, so link to a Google map.
Piggyback on Your Partners
Does your text reference your important partners and associates by their title, profession, or even worse– just a pronoun? Change “She is a caterer” or “My partner is a caterer,” to “I’ve formed successful partnerships with caterers, such as Julia Doe who is noted for her lavish weddings.” When web searchers look for your partner by name, they will find your website too!
Layout Your Laurels
It’s always a good idea to display your accomplishments on your website. If current text simply says you have won awards or honors, it’s time to get as specific as you would be on a resume: “I’ve won the Best Hair Stylist Scholarship, I interned with the Big Style Salon, I was awarded the 2004 Towering Bouffant Prize.” Again people will find you when they search the Internet for these words.
Say What You Really Do
Are you too terse in how you describe your business? “I’m a mason.” Tell people what you really do. Paint the full picture of your talents: “I build rock retaining walls that enhance and preserve your property, stone walls in the tradition of old New England, Belgian block driveways, install glass block for privacy and beauty, and long-lasting cinder block walls for commercial and industrial sites.” Do you see how the possibility of being found increases with more description in your text. People will be able to find you when they search for a specific service or product they need.
Use Your Text Wisely
I search the Internet often, and frequently stumble upon disastrous websites where the words are in an image rather than pure text. How can you tell if text is in an image? Simple roll your mouse over it. If you can highlight one letter at a time, it’s text. The most disastrous of websites are those where paragraphs of text are in an image or FLASH file. Despite the complexities of Google and other search engines they are really quite simple when it comes to grabbing words for their database: They only recognize text. If your current website isn’t getting into the search engines, check your text to make sure it really is text!
Be specific. Choose clear words. It will help people find your website.