Have you searched your business’s name in a search engine recently, asks Carl Reader, author of The Start Up Coach, but it’s not just as simple as splashing a name around.

It can be so important to make sure you get your business out there, but it’s not just as simple as splashing a name around. The key is getting your business “out there” with the message you want your clients to see – and that your potential clients would want to see.

I recently read a LinkedIn press release. To preserve the integrity of this post, and to avoid embarrassment, I shall change names and locations so that it remains anonymous:

Title: Bristol financial services firm in running for top regional award

First line: Financial services firm XYZ has reached the finals of prestigious financial services awards.

Comment from ‘business development director’: We pride ourselves on providing bespoke financial services…

Clear as mud… what do they do? I googled ‘Financial Services’

Advert 1. Microsoft ERP financial software

Advert 2. An event run by a bank

Organic result 1. Wikipedia – explaining that it encompasses anything to do with money

Organic result 2. The FCA – probably the first relevant result…

News article 1. About Amazon Cloud Services and its impact on their profitability

If you must know, they are independent financial advisors. I knew this already as I’m in that world… but most aren’t. They help people get mortgages, they advise on investments and pensions, and they advise on related insurances. Wouldn’t it be simpler if XYZ bespoke financial services just said that?

In fact, you have to scroll right the way down their page to see that. The browser title says ‘Bespoke Financial Services’. Their logo says the same. And one page on their site says bespoke 4 times.

I’m always one for simplicity. Say what you do, and make sure it’s clear. Give three big options – a button for mortgages, a button for pensions, a button for insurance. Secure the prospect’s details. And AVOID JARGON at all costs!

To hear more from Carl follow him on Twitter @carlreader or join “The Startup Coach” group on Facebook