Think back to your college years. Did you ever drop a class after discovering it wasn’t at all what you thought it’d be? Reading course descriptions were very important because, at first glance, many classes of the same subject looked similar. In that same respect, your small business, at first glance, also may have many similarities with other competitors within the same line of work. Words and descriptions of your services are extremely important, especially for visitors on your business’s website. A fancy, well-designed layout is only half of the work. There needs to be clear, descriptive, and persuasive content throughout the website that appeals to your customers, site visitors, and search engines.
Make it Compelling
Let’s be honest: most people don’t like to read—we skim through magazines, we glance over instruction manuals, and we scroll through Facebook posts. Our eyes stop, however, when something interesting catches our attention. The secret to quick, effective weight loss! . . . FREE dinner entrees for a limited time only. . . Subscribe to our newsletters for the latest tips on healthier, younger skin! Whether it’s a title, headline, or call-to action, your content needs to grab your readers.
Research keywords and phrases and engage your target audience by appealing to their interests. Provide readers with detailed, useful information that will eventually persuade them to invest in your services. It doesn’t have to be in the basic paragraph form, either. Play on the visuals by using bullet points, numerical lists, and various font shades and sizes—anything to make a page “look” less wordy, yet still showcases your business’s values and strengths.
Don’t Forget about Search Engines
There are millions of websites on the World Wide Web, many of which still haven’t been visited or even heard of. The primary function of search engines, such as Google, are to help people find them. When your business’s website is optimized effectively, Google will guide users to it through high search engine result page (SERP) rankings. Remember those keywords we mentioned earlier? They not only appeal to readers, but are also used by Google to locate your site. Search Engine Optimization (SEO), is explained more in depth in this blog post by our parent company, Key Web Concepts. In simpler terms, keywords that describe your business and services should be embedded in your content throughout the website, as well as optimized through tag descriptions, titles, and paragraph headers. Search engines can’t easily decipher “special effects” such as videos, designs, and images without their descriptive text, so use them wisely.
Finding the words to describe your business may not be as easy as it sounds. You may be an expert at what you do, but words aren’t your strong suit. No worries, that’s where Emerge steps in. Visit our services page to see how we can help successfully communicate your business and content strategy for a stronger online presence.