GROWING YOUR BUSINESS ONLINE SERIES
Part of our collection of practical guides designed to help business owners make informed decisions before investing in a new website.
Website Content That Gives Your Business Something to Say
Good website content does more than fill a page. It helps potential customers understand what you do, decide whether you’re right for them and feel confident about getting in touch.
Your website should answer the questions customers are asking
- What do you offer?
- Is it right for me?
- Where do you work?
- Why should I choose you?
- How much experience do you have?
- What happens next?
Good content helps them find those answers without having to work for them.
Think about what your customer needs to know, rather than everything you want to tell them.
Clear content is better than clever content
Clear
Specific
Relevant
Easy to scan
Written for your audience
If someone has to read a paragraph twice to understand what you mean, it probably needs simplifying.
Every page should have a purpose
A service page might explain exactly what you offer.
An About page can introduce your business and build trust.
A service page might explain exactly what you offer.
A case study can show what you've achieved for a customer.
A guide can answer a question or help someone understand a problem.
Your contact page should make taking the next step easy.
Your content should sound like your business
Your website is an opportunity to show people who you are. That doesn’t mean filling every page with personality, but it should feel like it belongs to your business, not a generic template. Think about:
How you speak to customers
What makes your business different
The knowledge and experience you bring
What your customers value
The questions you get asked regularly
Good content gives people a sense of who they’re dealing with.
Useful content creates opportunities
Helpful guides
Explain something your customers often want to understand.
FAQs
Answer common questions before someone needs to ask.
Case studies
Show how you’ve helped real customers.
Service information
Go into more detail about what you offer.
Location information
Help local customers understand where you work.
Content tells people what they need to know. Design helps them understand it.
Content and design need to work together
Great content can be difficult to read if it’s presented badly. Long blocks of text, unclear headings and crowded pages can make even good information feel overwhelming. That’s where design helps. Good website design gives your content:
Clear hierarchy
Space to breathe
Easy-to-follow sections
Obvious next steps
A better experience on mobile
Don’t try to say everything
One of the biggest problems with website content is simply too much of it. You know your business inside out, so it’s natural to want to explain everything.
But your customers don’t need your entire business history before they can decide whether to contact you.
Focus on what matters at each stage of their journey.
Give them enough information to understand, trust and take the next step.
Good content isn’t about saying more. It’s about making the important things easier to understand.
Our Approach
Understand your business
We take the time to understand what you do, who you work with and what makes your business different.
Understand your customers
We think about what your customers need to know and the questions they are likely to have.
Plan the content
We decide what information belongs on each page so the website has a clear structure.
Make it useful
We write and organise content so it is clear, relevant and easy to understand.
Bring it into the design
Your content and website design are developed together rather than treating them as separate jobs.
Keep it manageable
Your website should be something you can understand and update as your business changes.
Continue learning
Growing your business online doesn’t end here. Explore more practical guides to help you make informed decisions before you get started.
Ready to give your website something to say?
Your website should make it easy for people to understand your business, see the value you offer and decide what to do next.
Let’s talk about what your website could be saying better.
A quick conversation to explore your options.
07765 087 126