Hi Reader,

It's been a busy few weeks around here. Between my rebrand and client projects, I've spent a good chunk of time reviewing copy, which has had me thinking a lot about the language we use to describe ourselves, our work and who we help.

One thing keeps coming up, a mismatch in language. Google's job is to match a searcher to the most relevant result. When thinking about the language on your website, it's important to use words your clients are using AND typing into Google.

Look at your homepage and ask yourself: if someone landed on this page and knew nothing about me, would they know within five seconds what I do, who I help and where I'm based?

If the answer is no, that's one quick thing you can fix today. Add one clear sentence near the top of the page. Something like: "I'm a wedding florist based in Edinburgh, specialising in wildflower-style arrangements for outdoor ceremonies."

A clear, searchable description of what you actually do. No jargon that your ideal client wouldn't use. It's a small change but can make a big difference.

Once that's in place, the next thing worth checking is your page title. That's the text that appears on the browser tab and in Google search results, and most people either leave it as the default or just put their business name.

Your page title should include what you do and if relevant, where you're based. Something like "Wedding Florist Edinburgh | Garden-Style Arrangements | Business Name" tells Google what page this is and who it's for. You can update it in your SEO plugin if you're on WordPress, or under page settings in Squarespace. It's one of the most direct signals you can give Google about what your site is actually about.

That's two small fixes that will only take a couple of minutes to get sorted today.

Elaine XO

Elaine Malone Marketing Malone