If you think that your widget is the greatest widget of it’s kind in the world you want to tell everyone by creating great website content and we agree – you should! A website isn’t however, the place to get your glossy marketing brochure out. Far too frequently we encounter clients and sites that refer to themselves as they want to be seen or branded, but fail to recognize how their offering is seen and interpreted by the public.
“automotive petroleum transfer station” or “gas station” ?
“portable suction system with recovery capability” or “vacuum cleaner” ?
How do I write content for search?
Your website’s purpose is to provide leads and expose your brand based on search engine traffic. If possible clients (visitors) are required to read your mind and guess your description of what you do because you’ve complicated or overstated, then you won’t need to worry about your sales pitch. They won’t find you.
In reality, your website content serves more than one purpose. It exists to ‘capture’ users searching for content like yours, and then – your content must also provide the features, values, and benefits that will create relationships with those users. Spending time ensuring that your content serves both needs ensures that you can both ‘capture’ that visit from search, and provide the ‘education’ through your marketing work.
In short, you should be looking for the ‘common’ language that describes your service most effectively for your market.
Can I still use my taglines and catch phrases – I spent money on those!
Of course – but use them when it makes sense. After you’ve ‘caught’ their attention and your visitors clearly understand what you are about. you can wow them with features and benefits – including the marketing-speak and extra bells and whistles. Your ‘real content’ however should take centre stage in your key spaces – Title, H1, and at least first paragraph.