At FischerBuilds our writing always aims at getting you discovered by those people who currently don’t know your name.

Nearly all business websites are designed so that people who are already seeking out those particular businesses can find them—this is easy traffic, but it represents a limit rather than a source of growth. The genuine opportunity lies in appearing when someone searches for the problem that you solve, the product that you sell, or the service that you provide—before they have any knowledge of your business.

The principles underlie all the content that we publish.

1. Write with the aim of targeting the search, not the brand
   
   A page will not be achieving its purpose if it only makes sense to somebody who already knows who you are. Each of the pages we publish is based on a real question that a potential customer might type into the search engine—such as a problem, a product category, a comparison, or a ‘how do I’ question—not on your company name.
   
   In practice, before we start to write, we determine the non-branded phrase that a stranger would search for, and this phrase influences the title, the headline, and the first paragraph.
   
   
2. Match the intention behind the words
   
   It’s not enough merely to use the correct keyword — you have to actually answer the question that lies behind it. A person who searches for “commercial roof replacement cost” is looking for figures and price ranges, not a history of the company. A person who searches “best commercial roofing contractor near me” wants evidence and a comparison, not a pricing table.
   
   In practice we determine the user’s intent first (whether it’s informational, commercial, transactional or navigational) and then organise the page so as to meet that intent within the first few seconds.
   
   
3. One page. One job.
   
   Trying to rank for every single thing usually results in ranking for nothing at all; instead we create pages that are focused on one topic and its nearby variations rather than putting all of our services and keywords on a single page.
   
   In practice, each specific product, service, or use case has its own page, and internal links are used to connect related pages rather than combining them into a single page.
   
   
4. Answer the question first before requesting the sale
   
   Both search engines and users value content that is useful regardless of whether a purchase is made. If a page starts with a sales pitch it comes across as an advertisement; but if it begins with an actual answer, it builds trust — and that leads to a click, a link, and eventually to a customer.
   
   In practice, each page gives the answer, the data, or the how-to before making the offer; the pitch comes after the value, not in place of it.
   
   
5. Specificity is what determines the ranking.
   
   General stuff like “we provide quality service” doesn’t help in distinguishing one offering from another or in achieving a high ranking; it is specific content—such as figures, timelines, named techniques, real examples, and actual price ranges—that both readers and search engines regard as proof of expertise.
   
   In practice, we substitute general statements with specific details: rather than saying “faster installation” we say “reduces install time by 30%”; the specifics are drawn from your real process, not from made-up information.
   
   
6. The way in which content is actually read
   
   Before reading people carry out a scan, and search engines analyse the structure in order to work out what a page is about; content that consists of a wall of text loses both audiences.In practice, it is necessary to use clear headings that explain the contents of each section, keep the paragraphs short, and use lists or tables whenever this makes the information easier to scan than plain prose.uld.7. Create content that brings about links and shares without having to ask for them own
   
   Pages which merely describe your services seldom end up being linked to; it is the pages that teach something, take a stance, or gather useful data that are referenced by other sites—and it’s those links that make a difference to authority.
   
   In practice we make sure that for each content calendar at least some ‘linkable’ content—such as guides, original data, frameworks and checklists—is included together with the usual service pages.
   
   
7. Never give up being correct just to make things run faster.
   
   A page overloaded with keywords that misstates what you do will gain only temporary rankings and will damage your credibility forever. We will not publish a claim that we cannot back up merely because it matches a highly searched term.
   
   In practice, all technical claims, statistics, or capabilities are verified against the actual services that the business can deliver before they are launched.
   
   
8. Write once. Organize so you can use it again.
   
   The same fundamental question that appears in a blog post, a service page, an FAQ entry, and a social media caption should be able to be addressed by a single piece of content without requiring it to be rewritten from scratch each time.
   
   In practice, long-form content is created using reusable sections that are clearly labeled (for example, definitions and steps) so that they can be extracted and used again in other contexts.
   
   
9. Assess visibility in terms of non-branded exposure, not just the amount of traffic
   
   The total amount of traffic can increase even if the level of brand dependency remains unchanged. What’s important in this case is the growth in the number of impressions and clicks received from non-branded queries—this shows that it is new people, not returning ones, who are discovering your site.
   
   In practice, we keep the performance of branded and non-branded searches separate and use non-branded growth as the main indicator of content success.