How to write great text content for your small business website
There is an art to writing copy for your website. You may enlist the services of a professional copy writer, but chances are, if you’re a small business on a budget, you may decide to tackle it yourself. After all, you know your business better than anyone.
So you have all the facts about your small business and its products and services, but here are a few guidelines, to help you present all that knowledge in its most effective manner. It’s about attracting the right readers who will convert to customers.
Who is your ideal reader or visitor to your website?
First of all who do you want to engage with the text content on your website? Think about who your ideal customer is and what is most likely to appeal to them. You want to stand out from the crowd. You want them to pick you over your competitors. Imagine you are talking to them as you write and that you’re having a conversation with them through the text content on your website.
Have a clear understanding of your message
People like to read about themselves and your website visitors don’t necessarily want to read about how great you think your products or services are. So with that in mind focus on making the benefits of your products and services personal to your reader. Readers like to feel that they can identify with a problem or situation. Show that you understand their needs and demonstrate how your products and services can help to benefit them.
Have the right headline … make your text eye-catching
Yes you need more than a few magic words to seal the deal, but most website visitors are in a hurry. They don’t want to make too much effort to read long pieces of text and the right headline can convey your key message as well as encouraging the visitor to read the rest of your content.
Have a clear and concise headline
- and a couple of sub-headings and
- use bullet points to promote key points.
If this is eye catching enough ... they will read on!
Draft and edit your website’s copy
That first draft is the time to get all your key points down. At this point you are no-where near your website. The aim of content on your website is usually to encourage your visitors to make the first contact, to go beyond just landing on your website.
You want them to pick up the phone or send you an email. Make sure all the benefits of coming to you are clear. Be aware of any perceived disadvantages and address them.
Once you’ve finished that first draft proof read and edit your copy. Simplify your text and remove any words that are not necessary. Highlight those all-important key points by using sub-headings and bullet points. Grammatically correct copy should be a given, but do re-visit it a few times just to make sure.
Optimise your website’s content
As well as attracting visitors and encouraging them to make contact with you, your website will also need to appeal to Google. Think carefully about the keywords that your potential customers will be using and make sure that they are included within the body of your text. Good copy that has been targeted to your ideal reader, or customer, is usually SEO friendly anyway.
Write from the heart. Be honest about who you are and show a bit of personality. People do business with people … if they like you ... they’ll use you.