In the UK, 6,500 more people search online for “cheap flights” than “low fares”. “Low fares” is what the airline industry like to say: “cheap flights” is customer language. Customer language is equally important on school websites. Did you know that more people search for “Private Schools” than “Independent Schools”? And yet most schools do not use the term “Private” in their web copy!

Daily Keyword Searches in the last month on Google in the UK:

• Private Schools – 3,616
• Independent Schools – 2,975
• Private School – 2,433
• Independent School – 1,627

And while I’m on the subject of customer language, it is a fact that your visitors are more interested in what you write than any other aspect of the page, including the design! The problem is that most web writing is dreadfully boring and oddly self-gratifying. If you would like tips on how to write better web copy, please email me (Jeanette@mlsmedia.com) and I will send you our complimentary White Paper on creating better web copy!