Website content: writing it for your customers and for Google

A website can be attractive, fast and well-designed, yet still fail to generate any revenue. It is almost always down to the content. ‘Relevant’ content is text that answers the question your customer is asking at the very moment they ask it, with information they won’t find anywhere else.

Start with the customer’s question

Behind every search, there is an intention: to find out more, to compare, to buy, or to find a contact. ‘What is sovereign hosting?’ and ‘website hosting for SMEs in Lyon’ do not require the same page.

• One page, one intention. Two pages answering the same question compete with each other, and Google often doesn’t rank either of them highly.
• Your customers’ words, not yours. Your industry jargon isn’t always what they type in: Search Console queries will tell you that.
• The answer first. The reader must know from the very first lines that they’re in the right place.

Write what only you know

Generic text, which could appear on any website, is no longer worth much. Google says as much in its guidance on useful content: it looks for the writer’s experience, expertise, authority and reliability.

Since 22 July 2026, Google has also been displaying summaries generated by its artificial intelligence above the results in France. A general question is answered there without the user having to click. What still gets people to click – and what these summaries cite as sources – is content that provides its own facts:

• your achievements, including what has been done and how the client has benefited;
• your figures, your turnaround times, your prices where you can provide them;
• the questions your clients actually ask you, and your answers;
• your own photos rather than stock images.

ITAFRAN’s digital team is a case in point: working with ArteZya, they built the company’s multilingual website and its catalogue of hundreds of thousands of product listings themselves – products they know better than anyone. We supported them on the technical side, from development to server management.

Structure for readability

• a headline that tells you what the page is about, and a description that makes you want to click;
• subheadings that make it easy to skim;
• short paragraphs and lists where items are enumerated;
• internal links to the page that turns the reader into a customer: a service, a form, a contact.

Measuring and optimising content

Content can be measured. Search Console shows, page by page, which searches display the page and which result in clicks. A page that is viewed often but rarely clicked on needs a better title or description; a page that never appears in search results may be addressing a question nobody is asking.

Outdated text should be updated, and these updates should be highlighted: your readers will see this as a sign of a well-maintained website.

How we help you

We start with your customers and your data: actual search queries, existing pages, and the competition. We then work with you to create content based on your expertise, as part of our SEO support or your digital strategy. On an ArteZya website, your teams can then publish the content themselves.