Name Pages for the Visitor’s Task
Use familiar service names in your navigation. A page called “Our approach” can be useful alongside a page labeled with the actual service. If your brand uses a special product name, add a plain explanation next to it.
Read your menu as if you had never heard of your business. Could you find the right service without guessing?
Air-Weigh’s Guides Bring In 41% of Its Google Clicks
Air-Weigh makes on-board scales for trucks. Its website has a detailed weight-law guide for each state, answering the question a fleet manager or driver types into Google.
August 17 to September 13, 2026. Google Search Console clicks and impressions; AI-assistant sessions from Google Analytics (75 attributed to ChatGPT). Site-wide activity, not sales.
Answer the exact question
The California and Texas guides each run about 900 words, and they rank for questions as specific as the bridge-law chart for Montana.
See the Air-Weigh project →
Let Headings Describe the Section
A heading should tell you what comes next. “What to prepare before your estimate” helps a reader who wants a checklist far more than “The next chapter.” Keep headings in a logical order and save large text for real headings.
Image descriptions (alt text) matter when a picture carries information. A diagram or a product photo needs a real description. A decorative flourish can be left blank.
Make Links Say Where They Go
“See our kitchen remodeling projects” tells the reader far more than a row of “Learn more” links. Use the words naturally and link to a page that answers the question at hand.
Read your navigation aloud to someone who doesn’t know your business. Ask which link they would pick for a particular service. Their answer will tell you more about your labels than another round of clever names.
Metal Finishing Group Explains Every Process in Detail
Metal Finishing Group’s website gives each finishing process its own technical article, written for the engineers and buyers who specify them.
Google Search Console August 19 to September 15, 2026; Google Analytics August 20 to September 16, 2026. Google Analytics also recorded 10 sessions in its AI Assistant channel.
Technical content for technical buyers
An engineer comparing anodizing types finds the specifications, the process and the industries it serves on one page.
See the Metal Finishing Group project →
I run Good Creations in Grants Pass. I work directly with business owners on website design, content, and search. My work includes service writing, inventory websites, and custom publishing tools.
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