I completed a web content writing project for a cleaning and restoration company. They were introducing a new cleaning service for a specific type of flooring. They wanted a new page on their website to feature this service.
Their in-house marketing team provided me with keywords, a customer avatar, desired call to action, and links to videos of their new service in action. I studied the material, researched questions people ask about this type of cleaning, brainstormed potential situations that would require extra cleaning (e.g., how does a spilled beverage affect this type of flooring, what about pets, etc.), and investigated possible home care routines for this type of flooring. When a professional includes how-to tips for home care, they build trust with customers, who feel confident in knowing when and who to call when professional-level service is needed.
Using the keywords and considering the customer thought process, I created an outline and wrote out sections of the content, making note of areas that needed clarifying. I scheduled a phone interview with the business owner to ask my questions and to confirm and elaborate on his recommended home care routines. With this information, I expanded the content and ended with a solid call to action.
My client’s testimonial tells the next part of the story.
“Our company has hired Janet on a few projects now, the most recent being our [specialty] cleaning for our website page & blog post. Our site was indexed within a week of adding her writing and we received a call for a job days later. We continue to grow as a company because we chose Janet, an incredibly gifted freelance writer. We plan to continue utilizing her writing for all of our needs. Thank you Janet” — Kelly Galiszewski, DrySteam
After writing this testimonial, my client reached out with more good news: Google quickly ranked them #2 for this service and highlighted part of the content as a featured snippet.
If you wonder why I didn’t elaborate here on the specialty cleaning service, it’s because I don’t want to put any keywords in this testimonial that would compete with my client’s web page.
Janet Eriksson 