Writing content for your small business website

by Cory Ballentine

December 24, 2013

We have built or worked on hundreds of small business websites over the years and often we find clients struggling to write and collect content for their website pages. Here are some helpful tips to getting started…

  1. Be Concise.
    People tend to scan rather than read every word so don’t waste space with rambling commentary. If eyes gloss over when reading to a friend you’ve overdone it.
  2. Be Relevant.
    Write specifics about your business, industry and market. You know your business better than anyone, right? Show visitors what you know and what you can provide. Imagine yourself as a newbie to your industry. What information would you be looking for? What are the first questions you would have?
  3. Be Useful.
    Google’s SEO Starter Guide states, “Creating compelling and useful content will likely influence your website more than any of the other factors…” So do that.
  4. Use Keywords, but don’t overdo it.
    Work with your web developer to find relevant keywords. Placing these throughout your content can help with search engines. Using them in every sentence or out of place is distracting and not helpful.
  5. Address Your Primary Goal.
    Are you trying to sell items online or direct visitors to your brick and mortar store? Are you trying to raise awareness of your brand or distribute information? Set one clear goal for your website so all paths can lead to one outcome.
  6. Convey a Mood.
    Is your business better served by showing how professional, how experienced, how friendly, or how affordable you are?
  7. Images Sell.
    Always take high resolution photos. Quality portrait and landscape images can be used by your web designer in a variety of ways so give them some options. Great product images are a must but don’t forget photos of your storefront, beautiful staff, and anything else relevant that might be helpful.

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