Want to effectively write for your website: Write content that addresses your services and be as specific as is reasonable. This is an effective approach for both your visitors and the search engines.  People come to your site to discover if what you do is what they are looking for and search engines need that information to connect you with those people.  So write about what you do, be relevant and follow good SEO practices. There are no magic short cuts – just good content and good practices.

For Content


Look around and find some examples of sites in your field writing good website content.  If the approach and structure appeals to you, then use a similar style in your writing.

  • What is their approach?
  • How did they engage their readers?
  • What about the article made you click on the link to learn more?


Think of the clients you are looking for, specific age groups, common concerns they have, common problems, services.  Think of your clients – is there a case that had a specific angle that you could address?

  • Make a list of the services/ideal clients you are looking for.
  • Make a list of the clients that bring in your current steady income.
  • A list of issues that interest you.
  • Think about what information is useful to your targeted audiences?

Make sure to write about a combination of these to keep it interesting, bring in the visitors you are looking for and continue to bring in the people that keep you in business.

Write pages for your site with narrower topics

Write with narrow services in mind.  If you can avoid the page title “Services” all the better.

Help focus the search engines in on the specific search results you want.

If you search for sleep you will get everything out there that relates to sleep, but if you narrow the topic, you help the search engines help you get the more specific traffic you are looking for: mattresses, sleep disorders, dangers of sleep deprivation, etc.

Other writing recommendations

  • Organize Content in a logical order
  • Use good grammar, punctuation and sentence structures
  • Proof read. Proof read. Proof read!
  • Get Reviews: Develop a thick skin. Some of your writing will work and some just might not.  Be open to constructive feedback and a different viewpoint to develop a content that answers the question, ‘why you?’.
  • Let it Go! Writing is a work of art and Art is never finished it is only abandoned. When it has been proofread and reviewed let it go.

The Technical Structure of Your Webpage

For SEO purposes, on the website you will select a focus keyword or phrase for your webpage.  The plugin installed in the website helps guide us to improve the impact of your site content to reach those keywords.  Your focus keyword/phrase will need to be used in specific ways in the article.  In addition to other recommendations to get the best search engine results as possible.

Here is a sample search engine result.  The large blue text is the webpage title. The green line is the post URL.  The text below that is the meta-description.

There are actually 2 elements referred to as title in your post.  The one shown in the search engines and the one shown at the top of the webpage.  By default, the post title, SEO title and URL are the same, but each are editable to revise to fit the SEO recommendations.  Also by default the meta-description is the first line of your article, but we can edit it to make a bigger impact with the limited 155 character count limit.

Yoast Criteria

  • Use short sentences and less difficult words to improve readability when possible.
  • Include links when appropriate – internal and external.
  • title character limit is 35-65 characters.
  • Use subheadings and include the focus keyword/phrase in them where logical. Not a major ranking factor, but beneficial.
  • The focus keyword/phrase should appear in the first paragraph of the page content.
  • Articles should be between 300-700 words, can be longer, but more importantly make sure you have good content that covers the topic well. 700 is a limit recommended to not scare away readers. Readers will not be scared away if the content has useful information organized in an easy to scan format.
  • Your keyword/phrase frequency should only be 1 to 2 percent of your text – don’t overuse.
  • The keyword/phrase should be unique to your site. Example: Sleep deprivation, Sleep insomnia, are acceptable – but not 2 pages with the same keyword/phrase.
  • Any images should contain alt attributes with the focus keyword/phrase.
  • Write a meta description. The search engines will display the beginning text on the page if you do not.  You can even include a call to action – for example – Trouble sleeping: Call today xxx-xxx-xxxx.

Yoast recommendations for a good readability rating

  • Only 10% of article uses a passive voice. Use active counterparts.
  • No more than 25% of sentences should containmore than 20 words. Use short sentences.
    Learn more about ease of readability score: Flesch Reading Ease.
  • Limit text under each subheading to 300 words for readability.
  • Limit paragraphs to 150 word limits.
  • Sentences should contain atransition word or phrase.

Examples & Article

Here is a good example of how to use your Keyword Phrase in this case “Can’t Sleep” in the title and subtitles

Another good example of use of subheadings and bullet points.

Some helpful articles on SEO and blog posts

Still More to Do

Once the site is active, get the word out.

  • Social Media
  • Brochures, Billboards, etc…

Email Distribution Service

For clients, members or subscribers for specials: use an email service such as MailChimp or Constant Contact. Read up on good email practices to maximize your impact.

Social Media

  • Look for similar companies on social media that have effective campaigns. Follow them on Facebook or Linkedin and learn from them, but do not copy their content.
  • Try Boosting a post every once and a while and see if it brings in new clients. You can spend just a little money and get more reach ad see if you get any new clients.
  • Read up on good social media practices to maximize your impact.

Consider a Blog for your site

Blogs are considered the most effective organic method to improve your search engine results.  Writing articles on specific issues, concerns, celebrations that are directly related to your services, can keep you relevant in the search engines and to your clients.

Check out my article on Writing Effect Blog Posts for more information.