Great website content is one of the key elements that make a small business website shine. It is how you capture a visitor’s attention when they visit your website. In addition, content that is engaging and well-written is SEO friendly and when optimised, it can help your website jump to the top of the search results on Google.
We know it can be challenging to know where to start when it comes to writing content for your website. We’re sharing how to write the best content for your small business website.
1. Know your audience
As the saying goes: if you talk to everyone, you will talk to no one. It is important to ask yourself some questions when you are creating website content to ensure everything you write speaks directly to your website visitors and their needs. Start by asking yourself:
- Who are they?
- What voice or tone would be most effective in communicating to them (i.e. conversational, professional)?
- What are the solutions you can provide to the problems they are currently facing?
- Where online do they spend most of their time?
Once you have a clear understanding of who your website visitors are, you can craft compelling content that they can connect with. As you write content for various pages on your website or articles for your blog, keep in mind how your visitors wish to be communicated to and ensure your content reflects this.
2. Grab their attention
People have a short attention span. A recent Microsoft study showed that the human attention span has decreased by 25%, making it only 8 seconds. It is important your content grabs their attention quickly. You can do this with one of the following tactics:
- Start with an engaging anecdote
- Promise to answer one of their burning questions
- Outline exactly what your content will cover
Structure your content like a pyramid. This is where you put the most important messages at the top, drawing people in and making them want to read on.
3. Use short sentences
The sentence structure of your content should invite people to read along without getting bored or getting lost in the words. By using short sentences, you are making the content easy to digest and helping your reader have a positive reading experience.
We recommend using nouns and verbs, but limiting your use of adverbs and adjectives. For example, stick to “discover” and “support”, rather than “bring to life” and “underpin”.
4. Stay in active voice
Active voice communicates a message in a clear, concise way. Active voice does not use any passive verbs and ensures the verb is central to the sentence. For example “You can book a call with our team on our website” instead of “A call can be booked with our team on our website”.
See the difference?
The sentence in active voice is straight to the point. This is the best way to communicate with people who visit your website.
5. Make your messages visual
Instead of using general language in your statements, give your audience something specific so they can visualise what you are communicating to them. Here’s two examples you may find on a financial advice company’s website:
We help our clients enjoy financial freedom.
We are dedicated to providing our clients with practical and actionable advice so the life they dream of can become a reality.
The second sentence paints a clear picture so that people who visit their website know exactly what to expect from working with this small business.
When you feature products on your website, take a strategic approach with your product descriptions to by making it specific and descriptive. Here’s a few great examples:
- A soothing, foaming cleanser that can be used morning and night to cleanse the face, leaving the skin feeling hydrated and soft.
- This drink bottle is the ultimate companion, whether you are taking your dog for a walk, running errands or working in the office.
- This flowy dress features an off-the-shoulder design, tiered maxi skirt and perfect for your next wedding or special event.
In addition, specific product descriptions help your small business website perform well in search engine optimisation.
Start implementing these strategies to ensure your content is performing well on your small business website, working as an integral part of your overarching marketing strategy.
Got more questions about writing content for your small business website? Schedule a free consultation call with us today here.