Are you speaking your customer's language?
When writing content for your website or any other promotional materials always ensure you are using the words your customer would use. To help think about the type of words used by your customers in the past.
You might have a special name for your product but is that how your customer would ask for it? Is your customer looking for the ‘Whirlybird 3000’ or a ‘bathroom exhaust fan’? I’m betting they are looking for a plain old exhaust fan, so make sure you also use the descriptive name for the product that your customers would use.
Avoid using words that could be considered jargon (terms that are known to people in the industry, but not necessarily known to their customers). To avoid feeling stupid your customer might choose your competitor rather than having to ask you to explain what a ‘meta tag’ is.
Another thing to consider is the words you use to describe your product or service. You might like to call your service ‘affordable’ but your customers might be searching for ‘cheap’. Another example is you might say ‘time-saving’ but they are searching ‘quick’.
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Related Link: Websites by Blue Eight Design
