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HELP THE SEARCH ENGINE TO HELP YOU

Because they are specialized, historic artisan businesses have difficulty finding, educating, and qualifying the superior clients they need in order to stay in business. Unfortunately, few artisans enter the field to satisfy a love of marketing. Many therefore neglect their marketing chores and thus must deal with clients who are unable to either understand or to value historic work. A ready supply of such inferior clients has ruined and embittered many historic artisans' business.

Since the advent of Google, there is no longer any need to deal with bad clients unless you like to. You and your ideal, superior client are now living just a desktop apart. When this perfect client wants to find you (even before knowing your service exists), he or she will use Google. If they don't find you, it is because you haven't let yourself be found.

Google wins when they bring your ideal client useful, relevant search results. This puts you and Google on the same team -- or it should. To help Google deliver your message, make sure your text is focused and relevant to the query your superior client is entering into the search engine.

To craft a perfect marketing message for your perfect client, you need to know exactly how he or she describes what they are looking for. Make a list of keywords he/she is putting into Google when seeking your services. A good way to discover these words is to listen to the terms your ideal client uses in speech or writing when first describing the solution they need. Use these important key words on your website even if they are technically incorrect, uneducated, or not otherwise preferred by you. If the client is in all other respects ideal, you can always educate him or her later. Understand all his concerns and be sure to address them explicitly on your website in the most direct and succinct way. Tell the prospect exactly what is in it for him or her to do business with you. Tell them what distinguishes your company from all others. This allows Google to match your online website message to the superior client's keyword search phrase.

Hint: When creating text for your website, visualize your best client in your mind - and speak directly to him or her. Text written as though it's addressed to an individual is usually more direct, personal, and relevant than copy written to a broad generalized "them."