Any time you enter the world of a new industry, you’re quickly made aware of terminologies that are unique to that bubble. Whether it’s acronyms or truncated terms or proprietary phrases, we all do it. 

When it comes to thinking through the content on your website or what you want to call the main links in your navigation, you need to rewind your brain a bit. You have to think and write as if you have no idea what the “in” terms are, you are just trying to find a company who does X.

Try explaining what you do to someone entirely outside of your industry. What phrases do you use? How do you describe what you deliver?

Take a look at your analytics report. What are the phrases that people are using to find you currently? Beyond the branded stuff, look for keywords that someone actually entered to find you and maybe expand out some content around that. This is the beginning of understanding the buyer’s journey on your site.

Maybe the phrases that are being used to find you aren’t what you expect or aren’t the one’s you think are the “right” ones. That’s fine too! However, don’t neglect those who are coming to you from that route. Embrace them. Help them along the journey to turning into a lead.

A quick check every couple of weeks is all it takes to make sure you’re speaking to your audience in the way that is going to bring the most value to your business.

Photo credit: bredgur

With over a decade of experience, I have managed online marketing for a wide range of industries including biotech, high-tech, financial, higher education, non-profit, manufacturing, hardware providers, and startups. My specialty is helping business make the right turn with their online efforts focusing on lead generation and analytics.

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