How to Use the Right Words on Your Website So People Can Actually Find You
by Sandy Waggett
9 min reading time
You’re showing up every day for your business. You’re delivering real value, solving real problems, and you know in your gut that you should be attracting more clients than you are.
Your referrals are steady. People say they love your work. So why isn’t your website doing more? Why aren’t more people finding you online?
Here’s the truth: Most business websites are written in the wrong language. Not Spanish vs. English—I'm talking about industry language vs. customer language.
And if the words on your site don’t match what people are actually typing into Google, you’re practically invisible.
This problem is more common than you think—and it’s costing small businesses thousands in lost visibility and leads.
I've been in marketing for over 26 years. Tools change. Algorithms evolve. But this principle? It’s timeless:
If your message doesn’t connect, your marketing doesn’t convert. That starts with the words you use.
This blog will walk you through exactly how to fix it.
The Problem: When You Sound Smart, But Stay Invisible
Let’s say you’re an HVAC technician. Your website headline says:
“Reliable Residential HVAC Services & Climate Solutions for Homeowners.”
Sounds polished, right?
But your customer isn’t searching for that. They’re typing:
“AC not blowing cold air” “air conditioner repair near me” “fix my AC today”
See the disconnect?
I call this “marketing mismatch,” and it’s one of the first things we fix inside our Performance Marketing Program.
We’ve worked with chiropractors, roofers, accountants, attorneys, and consultants—and 9 times out of 10, they’re using phrases that sound professional to them, but mean nothing to the people they’re trying to reach.
It’s not your fault. You’re close to the work. But that’s exactly why this blog is so important.
Why This Matters for SEO and Lead Generation
Google’s job is to deliver the most relevant, helpful results for whatever someone types into the search bar. And it does that by crawling the text on your website—especially your page titles, headlines, and body copy.
So, if your site is filled with jargon or overly broad phrases, Google doesn't know who to show it to. And even if someone lands there, they may not trust what they see.
Let me be blunt:
Clarity = Credibility.
Credibility = Conversions.
Clarity starts with language.
According to Moz, 71% of search traffic goes to the first page of Google. And nearly 68% of people won’t scroll past the top five results.
If your words don’t match what your customer is searching for, you won’t make that list.
A Real Example: From Overlooked to Booked Solid
We worked with a financial services firm that described their work as “comprehensive legacy planning strategies.”
The homepage said:
“We guide families in the creation of generational wealth frameworks through holistic asset allocation.”
Impressive? Maybe. Clear? Not even a little.
We rewrote their homepage to say:
“Financial Planning That Protects Your Family & Your Future.” “Retirement, investment, and estate strategies made simple.”
Traffic went up. Calls increased. People got it.
That’s the power of rewriting with the customer in mind.
How to Fix This On Your Own (Step-by-Step)
You don’t need a marketing degree or an agency to get started. Here’s a process you can walk through yourself.
Step 1: Ask Your Customers How They Found You
Have five short conversations or send a quick email to your best clients. Ask:
What were you searching for when you found us?
What problem were you trying to solve?
If you had to Google us again, what would you type?
Write down exactly what they say. Don’t correct their grammar. Don’t reframe it. Just listen and record it.
These are gold.
Step 2: Google Those Phrases
Type their words into Google. Look at:
The autofill suggestions (that’s what lots of people are searching)
The websites that show up
The “People also ask” box
You’ll see trends right away. If your website doesn’t mention those phrases, you're missing a major opportunity.
Step 3: Update Your Website Copy
You don’t need a full rewrite. Just focus on the key areas that matter most:
Your Homepage Headline: Make it clear what you do, who you serve, and where you're located. Ex: “Affordable AC Repair in Lake of the Ozarks” Instead of: “Comfort Solutions for Residential Climate Control”
Your Service Pages: Use everyday language. Ex: “Teeth Whitening” instead of “Cosmetic Aesthetic Dental Brightening Services”
Your Page Titles: This is what shows up on Google. “Lake Ozark Family Law Attorney” will always beat “Legal Guidance You Can Trust.”
Step 4: Use Simple Formatting
Even your layout matters. Make your content easy to scan:
Use bullet points
Add subheadings
Use bold text for key ideas
Include testimonials near services
People skim first. Then they decide whether to read.
Step 5: Test and Improve
Install Google Search Console (it’s free) and look at what terms people are already using to find your site. You might be surprised.
This is what we do for every Performance Marketing client. We don’t guess—we look at the data.
Common Mistakes to Avoid
Trying to sound too smart. Write like a helpful human, not a textbook.
Copying a competitor’s language. Just because they’re ranking doesn’t mean they’re converting.
Avoiding location details. If you’re a local business, say where you are—often.
Stuffing keywords. Google’s smarter than that. Make it natural.
Why This Is the First Thing We Do at MSW
Inside our Performance Marketing Program, we don’t start with Facebook ads or email automation.
We start with your message.
Because if your message is off, everything else breaks down:
Your ads won’t convert.
Your emails won’t get opened.
Your website won’t rank.
But when your language is aligned with how your customer actually thinks and searches, things start to click.
More traffic. More calls. More revenue.
That’s what we’re here for.
Final Thoughts: Speak to Be Found
I started MSW Interactive Designs to help business owners grow strategically. Not by chasing trends, but by focusing on what works.
And this works.
If your website doesn’t use the language your ideal customer is using—when they’re typing into Google, asking questions, or talking to their friends—you’re leaving money on the table.
Let’s fix that.
👉 Ready to Speak Your Customer’s Language?
You don’t have to do this alone. If you want our team to dig in, audit your site, and rewrite your messaging so it actually connects—we’re ready.
Sandy Wardenburg Waggettis theFounder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing inSEO, AI-powered content strategies, and website optimization. Withover a quarter century of experience (eek!), Sandy has helped thousands of business ownersincrease visibility, generate leads, and dominate their local marketsthrough strategic online marketing.
As aCertified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s atrusted mentor and business strategistwho equips entrepreneurs withdata-driven insights and future-proof tactics. She leadsAI & Marketing Mastery Trainingand exclusiveCEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.
Sandy is also theauthor of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking tooutsmart competitors and win in the new era of search marketing. The book providescutting-edge strategiesonAI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.
When she’s not craftinggame-changing marketing strategies, Sandy enjoyscoaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.
🚀Want to take your digital marketing to the next level?Connect with Sandy atMSWInteractiveDesigns.comor call 573-552-8403.
