The question of audience comprehension brings us to the question of your name, and how you describe what you do. The company name used to be, well, just a name, but in the internet age it’s a pressing marketing issue. If your domain name is going to reflect your company name, being called something non-keyword-related could be a disadvantage. That’s why this site is called ‘ABC Copywriting’ rather than (as it was before) ‘ABC Business Communications’.
While you might feel good describing your products as ‘manual soil inversion solutions’, there’s really no point if people are searching for ‘spade’. Search cuts self-important marketing down to size: sites who are humble, and describe their products in words that customers use, get visitors.
Now read Part 7: Structuring your site
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