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How to Write Website Content for Your Small Business

Writing content for local business

Table of Contents

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Your website is often the first impression potential customers will have of your business. That’s why it’s important to ensure your website content is well-written, engaging, and informative. Here are some dos and don’ts to keep in mind when writing website content.

The Do's of Writing Website Content

#1 - Write in a Clear, Concise Style

The content on your website should be easy for visitors to read and understand. Use short sentences and simple words whenever possible. Break up large blocks of text with headings and subheadings so visitors can quickly scan your content and find the information they’re looking for. 

Having a well-designed website can greatly help with formatting. Roe Digital offers website design and development services. However, if you are hoping to design the website yourself, consider using a beginner-friendly website builder. 

#2 - Write Content That is Entertaining

While some industries require different levels of formality, you should always strive to create content that will engage your reader. Achieving this doesn’t even require you to be an exceptionally skilled writer. Just stay away from filler content! Always remember, most readers visiting your website are looking for either A) insight into a topic/product or B) an answer to a question.

If skimming through your content is a hassle, they will seek the information elsewhere. Write content for people, not search engines. Padding out your writing with various keywords and tangents will hurt your brand. Instead, write your content with the goal of quickly helping your readers. 

#3 - Write Compelling Headlines and Titles

The headlines and titles on your website are just as important as the actual body copy. A catchy headline will entice visitors to read your content, while an uninteresting headline will cause them to click away. When writing headlines, try to use active voice and strong verbs. For example, instead of “Our Company’s History,” you could write “How Our Company Started.” 

#4 - Put the Most Valuable Information Toward the Top

Structure is a vital component of writing compelling content. Providing the reader with essential information at the very beginning of a post is considered good structure. Tell your readers everything they think they need to know right at the start, and they are more likely to continue reading to further their knowledge.

The Don'ts of Writing Website Content

#1 - Don't Stuff Keywords

In the past, some businesses would stuff their website content with keywords in an attempt to improve their search engine rankings. However, this is no longer effective and can actually hurt your ranking by having a negative effect on your SEO. Google’s algorithms are now sophisticated enough to detect when keywords are being artificially inserted into content, so it’s best to avoid this practice altogether. Focus on carefully writing SEO-optimized content instead of trying to shoehorn in keywords.

#2 - Don’t Plagiarize

Don’t even think about it! Nothing of any good ever comes from plagiarism. Not only is it a downright nasty thing to do, but getting caught could leave your brand in a swarm of controversy, creating irreversible damage to your website’s public image. Stealing the work of others is unethical and should never be done, even under desperate circumstances. If you are caught plagiarizing, you may even find yourself in legal trouble. This is why you should always take your time and create work you can feel proud of. 

Just a heads up, If you have guest writers write for your website, run anything they send you through a plagiarism checker such as Copyscape to avoid any potential disputes. It’s better to be safe rather than sorry. 

#3 - Don't Write Generic Content

While it might seem like a good idea to write content that is all-encompassing, it can actually slow the growth of your website! This is because generalized content is typically very competitive and hard to rank for. Your time would be better spent creating content that is more niche. Niche content is easier to rank for, and those visiting your website are likely more informed on your industry, making them better potential customers.

However, this doesn’t mean you should write content targeted at keywords that only get a few monthly searches. That is not a practical way to grow, so try and find middle ground. Using keyword research tools like Semrush and Ahrefs, you can gauge which keywords fall into a comfortable medium. 

How to Write Website Content That Engages Your Audience

Content is key when it comes to having a successful website. The words on your website are the first impression potential customers have of your business, so it’s important to ensure that they are well-written and engaging. Here are some tips on how to write website content that will capture your audience’s attention.

1. Use Headlines

When it comes to writing for the web, less is more. Web users tend to skim content rather than read it word for word, so it’s essential to make sure that your content is easy to read and understand. Use short, concise sentences and bullet points when possible.

2. Use High-Quality Images

Images can help quickly communicate a message to your audience and add visual flair to your content. Scrolling a never-ending wall of text is never fun; use high-quality images to keep your readers engaged!

High Quality

Be careful when using images, however. Images with too high a resolution can slow down your website and frustrate visitors. So be sure to check the resolution of each image before you post it, and downsize if necessary!

Images in the 1500-pixel range tend to be the sweet spot. The image will be small enough to not negatively impact load times but still large enough to look nice.

Why Having High-Quality Website Content is so Important

Having high-quality content on your website is an excellent way to: 

As businesses become increasingly reliant on the internet, the importance of having a polished website becomes more significant each year. Customers want to see that your brand is current and dedicated to improving with the times. When compared to the competition, your website needs to look well-kept and communicate a sense of authority. This can’t be done if you don’t have enough high-quality content to back up your claims.

Need help with website content?

We offer professional website content writing services that will fill your website with engaging and SEO-optimized content.

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