Use trigger words strategically to improve texts, SEO, usability – and ultimately conversions and sales.

Your most potent weapon when writing for the web

How to use trigger words to improve texts, SEO, usability – and ultimately sales.

Question: Are you and your customers speaking the same language?

Before you answer yes and Alt Tab back to whatever you were doing, consider this: As a product manager, marketer, or sales rep, do you talk about your product the same way a potential customer would? When you write about it on your website or in email marketing, do you use their words and jargon?

Probably not. Why? Because you know your product too well.

“It’s my job to have expert knowledge of my product”, I hear you object. Objection sustained, you are absolutely right. To do your job you need to be able to converse with experts, educate laymen, and establish yourself as a thought leader within your field.

The downside, of course, is that if you use expert language on your website, you might not appear in that oh-so-important top three in search results.

The power of trigger words

This is where trigger words come into play. When people go online they are usually on a mission. They have problems they want solved and questions they need answered. (Contrary to some beliefs, very few people surf the net aimlessly without any point or purpose).

While in search mode they are looking for specific trigger words. Words that they perceive to be part of the solution, or that will at least lead them one step closer.

The reason these trigger words are so powerful is that your target audience will:

  • Key them into search engines
  • Scan results and destination pages for them
  • Click them when they see them on links

That means that your job is to: 1) Identify these trigger words. 2) Use them where they make the most impact.

How to identify your trigger words

There are multiple sources that will tell you how your target audience is talking about your product, what words they are using, and what questions they have:

Use trigger words where they matter

Once you have a list of your hottest trigger words you need to use them effectively. Remember, users WILL CLICK THEM when they see them. That means you need to put them where they have the biggest impact:

  • Website navigation such as global menus, buttons and hyperlinks
  • AdWords and display advertising
  • Headlines, lists and bolded text
  • Title tags and other metadata

In doing so, not only do you improve your website’s usability. Your SERP position will soon start to ascend too.

How do you identify and apply your trigger words? Please share your tips and advice in the comments below:

I am a Copywriter and Web Editor in Visma’s Corporate Marketing and Communication department. Ask me about digital marketing, web content and content marketing strategy.
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