Who should you write your website text for?
If you say your best customers, you’re only 1/3 right.
You want to convert your visitors into sales. This is the most obvious goal of the text on your website. So you target your text to someone considering buying your product.
But more great prospects will come to your site if you cater to 2 more audiences.
Who are they?
The linkerati and search engines.
The “linkerati” are the people discussing your topic on the Web. We call them that because they are smart, and have the power to link to you.
When they link to you they are saying, “This site is a great resource on my topic.” A link from a leading site on your niche does wonders for your search rankings.
To get those new links flowing you need to impress your peers and show them you know your stuff.
The best place to do that?
A blog. Like this one.
Search engines are stupid. They need to be told exactly what your content is about or they will get confused.
This is why keywords are so important. Put the two- or three-word topic of your page in all the important places, like:
- Title tags
- Meta tags
- Body copy
This makes it easy for search engines to understand what you are trying to stay. Don’t go overboard, but make it clear.
And you get bonus points for correct semantic markup. Search engines use HTML tags as clues; if your team knows flawless standards coding you will be rewarded.
Are you writing for all 3 audiences?
Everybody remembers 5th grade.
My teacher was Mrs. Gunning at St Joseph Elementary in Dallastown, PA. She loved outlining.
We outlined everything. Our science books, our history books, sometimes even our math books. She couldn’t get enough of it!
“When am I ever going to use this?” I grumbled as I scribbled roman numeral after roman numeral in my marble notebook.
It turns out that a search-engine-optimized web page is set up exactly like a 5th grade textbook outline.
And if you arrange your pages using this template, Google will understand your content more easily and you’ll boost your rankings.