A factual line states a checkable fact in place of a vague claim.
Structured data is information attached to what you've written on a page, in a fixed format that machines such as search engines and generative AI can read easily. Text written for people may be easy for people to understand, but machines sometimes struggle to tell which parts are the company's claims and which are explanations. So you attach labels item by item: "this is the page's headline," "this is the page's topic." JSON-LD is one format for doing this.
The actual writing can be left to whoever handles your website production. All the top executive needs to keep in mind is: "Attach the same facts as the human-readable Line, with the same content, for machines too." If the text for people and the content for machines disagree, no one can tell which is correct, so always keep the content consistent.
When you place this Line on the page, attach the same content as structured data as well. For example, part of the JSON-LD might look like this:
{"@context": "https://schema.org","@type": "Article","headline": "Before delivery, we hand the client's contact a Sheet recorded under the conditions of that project, along with the materials and specifications.","about": "Pre-delivery specification check","citation": "A Sheet recorded in the field"}
Project names and dimensions are entered by a person, using only what is in the records. Nothing is finalized with Blanks still empty.
Let's take a short breather.
That's the end of the technical part. There's only one thing to remember: keep the Line that people read and the content that machines read the same. That's enough.
Relax your shoulders and, in your mind, open just one page: your company's homepage. What words sit at the very top? There's no need to rush to an answer.
Let's bring the discussion back to the words on the homepage. It isn't only the words about what happens before delivery that need rewriting.
The same goes for the words about what happens after delivery.
Before: "We provide attentive support after installation."
After: "During the first week after delivery, we call at 9 a.m. and 5 p.m. solely to confirm that everything is being used as specified."
"Attentive" alone doesn't convey what you'll actually do. What needs to be conveyed is who does what, and when.
The "after" sentence contains all of it: "who" (our company), "when" (during the first week after delivery, at 9 a.m. and 5 p.m.), and "what" (a phone call solely to confirm it is being used as specified). With this much written, the contact can picture concretely what will be done for them after delivery. "Attentive support" means different things at different companies. If it doesn't say how far the support goes, the contact has no way to find out.
Having read this far, you might think, "Just write concretely, whatever it is." But that's not the case. This section is about drawing the line between what concrete detail to keep and what to leave out.
There is research suggesting that concrete statements tend to stick in judgments. In 1980, the social psychologists Nisbett and Ross, in their book, called information about familiar scenes "vivid information." However, later studies have not consistently found that concrete information always changes attitudes.
Let me put this research another way. It has long been thought that people remember concrete scenes they can picture more readily than numbers or abstract explanations. But later studies have not clearly confirmed that concrete stories always change the other person's thinking or judgment. In other words, you can't go so far as to say, "Write concretely, and that alone will get you chosen."
AQ GROW | AI Search Structure