Write to be quoted,not to be ranked.
If something other than a human reads your page first, then how you structured it matters nearly as much as what you said.
There is a decent chance the first thing to read your next page will not be a person. It will be a machine deciding whether your explanation is the one worth quoting.
That does not mean writing for machines. Material written for machines reads badly to everyone, and it has been tried before with predictable results. It means being clearer than you would otherwise bother to be.
Answer in the first sentence
Most business writing warms up. Two paragraphs of context, then the point. That structure survives when a person has committed to reading. It does badly when something is scanning for the sentence that answers the question.
Put the answer first, then explain it. It reads better to humans in a hurry as well, which is nearly all of them.
Say the thing, then explain the thing. Not the other way round.
Headings that are questions
A heading reading Our Approach tells nobody anything. A heading reading How long does a rebrand take gives both a reader and a machine an exact handle on what sits underneath it.
The questions should be the ones your customers actually ask, in the words they use. Those turn up in sales calls and support tickets, not in keyword tools.
Be specific enough to be worth citing
Generic material does not get quoted, because there are ten thousand versions of it and no reason to pick yours. Specific material does. A number, a timeline, a named constraint, an actual example from work you have done.
This is where most businesses have an advantage they are not using. You know things about your market that nobody has written down, usually because they seem obvious to you. Obvious to you is not obvious to your customer.
Say who you are
Anonymous content is easy to produce and easy to discount. Named authors, real credentials and a clear sense of who is talking are worth more than they were, because they are one of the few remaining signals that a person with experience stood behind what was written.
If you take one thing
Take your most important page and read the first sentence on its own. If it does not answer anything, rewrite it so it does. That single change will do more than a month of tinkering with anything else.
Three more
worth the time.
Compressed timelines usually mean corners cut. Occasionally they mean the opposite, and it is worth understanding when.
The bottleneck in a project was never how fast anyone could type. It was knowing which of several plausible answers was the right one.
We build on WordPress and will carry on doing it. But a lot of businesses are running an operational system on a publishing tool, and eventually it shows.