Write for your customers not search engines and increase your conversions

Many entrepreneurs and marketers think that they can get their website higher in Google by stuffing it with keywords. Unfortunately, that no longer works. Modern search engines are smarter than ever and recognize texts that are only written for robots. In this article you can read why you should always address your customer first, how that increases your conversions, and how search engines recognize whether your text is customer-oriented. We write in simple language and provide practical examples.

1. Why customer-oriented writing is important

Customer-oriented writing means that you create texts that really help your visitor. You answer questions, solve problems and tell what you deliver. If you do that well, people will stay on your page longer, click through more often and buy faster. This increases your conversion.

• Relevance: Your texts are in line with your customer's needs.
• Reliability: Customers see that you speak their language and demonstrate your expertise.
• Action-oriented: By focusing on benefits and solutions, you encourage action.

2. Danger of writing for search engines

When you write only to please search engines, you fall into a number of pitfalls:

• Keyword stuffing: Using the same keyword too often, which harms readability.
• Unnatural sentences: Overly optimized text that is not pleasant to read.
• Simplified content: No depth or value, only repetition of words.

This leads to a high bounce rate and low time on page. Visitors drop off and do not return.

3. How customer-oriented texts increase conversions

Customer-oriented texts ensure a better user experience. People feel understood and immediately see how you solve their problem. That results in conversions:

• Clear benefits: Describe what the customer will benefit from.
• Call to action: Invite people with buttons or links, for example: "Request a free quote now".
• Social proof: Use customer reviews and cases to build trust.

4. What search engines want: user signals

Search engines like Google measure how users interact with your page. They look at:

• Bounce rate: Percentage of visitors who click away immediately.
• Time on page: How long someone stays reading.
• Pogo-sticking: Back to the search results after visiting your site.

Pages with good user signals are valued higher. You achieve this with customer-oriented content, not with keyword repetition.

5. Example: bad vs. good text

Bad text:

"Web design agency Amsterdam - cheap web design Amsterdam - top web design Amsterdam"

This text is full of repeated keywords and offers no information.

Good text:

<h1>Professional web design for your company in Amsterdam</h1>
<p>With custom web design, we ensure that your website turnover increases. Our team in Amsterdam helps you with a fresh look and optimal user experience.</p>

Here you see that the customer is central: what does it yield and who helps?

6. How to write customer-focused?

1. Get to know your target audience: Use surveys or interviews to find out what they are looking for.
2. Write like you speak: Avoid jargon and long sentences.
3. Be specific: Provide examples, figures and clear benefits.
4. Use active language: Say "You get" instead of "It is given".
5. Add visual elements: Images, videos and infographics clarify your message.

7. Technical SEO is a must

Even if you are writing for your customer, you should not ignore the basics of SEO. Think about:

• Title tag and meta description: Describe the content for search engines and visitors.
• Headings: Structure your text with H1, H2, etc.
• Internal links: Lead visitors to relevant pages.
• Images with alt text: Describe visual elements.

8. How robots measure customer focus

In addition to user signals, search engines also look at:

• Semantic analysis: They understand synonyms and context (Latent Semantic Indexing).
• Readability score: Algorithms measure sentence length, paragraph structure and word choice.
• Keyword variations: Do you use only one word, or also variations and related terms?

9. Case study: doubling conversions through customer-focused writing

A SaaS company had a product page with technical descriptions, but few customers signed up. By rewriting the text based on the customer need (what does it solve? how does it save time?), the conversion increased from 2% to 5% in one month.

10. Tools for customer-centric optimization

• UXCam – for heatmaps and user behavior
• Grammarly – for writing and readability suggestions
• Ahrefs – for keyword variations and competitor analysis

Conclusion

Writing for your customer instead of search engines will yield more conversions in the long run. Google and other search engines reward user-friendly, relevant content with better rankings. Focus on what your customer really needs, use clear examples and call-to-actions, and combine this with smart technical SEO. This is how you gain the trust of visitors and robots.

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