When constructing a website for their business, SMB owners often prioritize design over content, investing more time and resources into their website’s aesthetics than writing the copy. Beyond the initial impression, what converts visitors into customers is how clearly the website content articulates your business’s ability to solve for their needs. It won’t matter how beautifully designed your website is if your copy is poorly written or has no structure to guide your visitors. Download our free 5 Step Guide to Creating Killer Website Content to learn how to figure out the right structure for your website and what information should be on each page.
All of the content on your website should address whether your product or service can deliver a solution for your customer, how, and at what cost. Visitors who land on your website want to know: What is it in for them?
Your website content should succinctly communicate to potential customers the information they’re seeking as well as help you rank for local searches in search engines like Google. This blog will highlight key strategies to help your website content achieve both goals.
Best Practices for Writing Website Content
Plan a Simple Navigation Menu
The ease with which a visitor navigates around your website correlates both to how well your website converts traffic into leads and your site’s ranking in search engines. The navigation menu should be descriptively labeled to minimize the amount of work your visitors have to do to find information most relevant to them on your website. Sites should offer information quickly with the fewest clicks. Concise navigation is a major factor to how much “link authority” is distributed throughout your site.
Design a Clean Homepage Layout
The Homepage is a touchstone for navigating your website. Your homepage is your business’s first impression to an online visitor. After landing on your site, visitors should know immediately if they will be able to find the information or solution they were searching for.
Opt out of a splashy homepage design for a clean, simple layout that will direct your visitor’s eyes to your Call to Action. Write concisely and get to the essential facts quickly. Your readers will appreciate your brevity and directness. The goal of the homepage is to convey the purpose of your business and direct new visitors to the information they are searching for. Your Homepage should minimize the amount of work your readers have to do to find information most relevant to them on your website.
Analyze your audience. What information are they looking for on your website? What imagery would they gravitate towards? The text and visual content on your Homepage should appeal to a broad audience that includes all of your target market.
Keep Your Copy Concise
Make it easy for your readers to skim through the content on your web pages and extract the information they’re looking for. Write concisely, use shorter sentences, and try to break up blocks of content visually with bullet points or other visual indicators.
Establish Your Credibility
Establish your business’s credibility and answer why it is uniquely qualified to serve and solve your target market’s needs. Show your visitors what distinguishes your business from your competitors. This content can be placed either in the About Us page or even be featured on the Homepage. Mention past achievements, include press clippings, and give concrete examples to help you establish your credentials.
Break Up Text With Multimedia
Insert images and videos into your website to keep readers engaged. Although you don’t have to use images or videos on every page, breaking up pages that have lengthy blocks of text makes your website less intimidating for your visitors to navigate around. Embedding videos into your site is also good practice for SEO. Search engines like Google believe that videos improve the user experience, increase the amount of time a visitor will spend on your site, and potentially decrease bounce rate.
Use Keywords in Your Description
Before you begin to write for your website, come up with a short list of words or phrases relevant to your business. Need ideas? A quick Google search will give you a short list of related terms. You can also try using free tools like Google Keyword Planner or Ubersuggest. Don’t try to over-stuff your webpages with keywords– make your content sound natural and easy to read.
Test Ease of Navigation
How easy it is for your audience to find the information they’re looking for determines your success at capturing a lead off your website. Have a friend or co-worker spend time navigating around your site to check for broken or misdirected links. Ask them to take note of how your content is organized and see if they have any suggestions. If you’re especially dedicated, make up a list of 5 things to search for on your site (i.e. your address, contact info, a fact about your store) and see how long it takes for him or her to locate the information.
Check for Errors
After you’ve written the content, make sure you have several people review your site. Not only should they conduct a careful audit of your content for grammatical mistakes and misspellings, they should also point out areas of content that are unclear or have poor wording. After all the work you’ve put into building the site, you don’t want a couple of typos to undermine the legitimacy of your website.
Download our free 5 Step Guide to Writing Killer Website Content. We’ll show you how to organize and write content for your website that will attract both search engines and customers, and help drive your business forward.