It’s Personal, Not Just Business
Optimised Individual Pages: Why It’s Not About You (And That’s a Good Thing)
Here’s the thing about website pages – especially those key service pages or landing pages meant to bring in leads – they often start life focused on what you do. But the best-performing pages? They flip that. Completely. Because optimised individual pages aren’t about your service at all. They’re about the person you’re helping. Sounds simple, right? But it’s amazing how often this is missed.
Let’s unpack that a bit.
It’s Called Individual for a Reason
You don’t want generic content. Neither does Google. Or your visitor, for that matter. Every individual page on your site should speak directly to a specific person with a specific need – not just a list of what you offer. You’re not shouting into a crowd here. You’re pulling up a chair and talking to one person, making them feel seen, heard, and understood. That’s where real connection (and real conversions) happen.
Think of it like this: if someone types “help with late VAT submission” into Google, and your page headline says “Accounting Compliance Services”… there’s a mismatch. You’ve lost them in five seconds flat. Why? Because you used your language – not theirs.
Talk Their Talk (Not Yours)
SEO is all about relevance. If your page talks about “strategic consulting frameworks” but your audience is searching for “business growth advice”, you’re waving a flag at the wrong crowd. You need to match their words, their pain points, their way of searching. The words they actually type into Google – not your internal lingo or industry speak.
Sidebar: And if you’re not sure how to translate what you do into what they need, you’re not alone. For more ideas on applying this thinking across your site – especially when planning where your content goes next – check out Chapter 25: Where to Next for Your Website in my best-selling book Website Mastery for Business Owners Who Don’t Speak Tech. Buy your copy on Amazon here.
Focus = Results
We know only too well that writing for the web can feel like a balancing act. You want to show your credibility. Highlight your experience. List your services. But here’s the truth: if your page tries to please everyone, it ends up pleasing no one – least of all Google.
An optimised individual page has one job. One audience. One topic. Stay laser-focused, and that clarity is exactly what search engines reward – and what visitors trust.
That’s where we come in. We work with business owners like you to take a step back and see things through your client’s eyes. Together, we’ll shape pages that speak directly to your ideal customer – in their language, solving their exact problem, using the search terms they actually use. No jargon. No fluff. Just real results built on real relevance.
Sound about right? Then let’s chat. Reach out today to book a free strategy session, where we’ll discuss your individual needs and explore how we can help you turn your website into a client-converting machine.
Have you read our best-selling book: Website Mastery for Business Owners who Don’t Speak Tech?
Download a free chapter or buy your copy from http://www.websitemasterybook.com