Do This, Not That: Website Content for Small Businesses

This is the third article in a four-part series on the dos and don’ts of marketing for small businesses. Check out the first and second installments! Also, make sure to Like us on Facebook and follow us on Twitter to get updates on the rest of the pieces in this series, as well as other marketing tips, news, and insights for your small business.

When developing a new website, people often get caught up in visual elements, like finding that perfect shade of blue for a logo or tracking down the right homepage image. While striking design elements may grab website visitors’ attention initially, it’s the words on the page that will keep them interested.

Your site is often the first interaction a potential customer has with your business, so dynamic content is crucial. It needs to make a good impression, be informative, and show people exactly what sets your business apart from the rest.

Sound like a tall order? It can be if you don’t have the right direction.

Whether you’re just starting out or have been in business for years, these do’s and don’ts will help guide you in developing appealing content that will turn site visitors into actual customers.

* DON’T give all your information away. You don’t have to divulge all the information about your products or services on your site. After all, your competitors may be reading it, too! Rather, think of website content as an appetizer to whet customers’ appetites. You want to give them just enough that they order a main course (i.e. purchase what you’re selling)!

* DO optimize your content. Search engine optimization (SEO) isn’t just a catch phrase. It’s an incredibly important tool that uses search engine rankings to get your website in front of the right audience. Incorporating SEO keywords and phrases into your content is part of what will attract more people to your website and, in effect, your business.

* DON’T be too wordy. Yes, we know you’ve got a lot to say. But don’t overwhelm your audience with too much information, or they’re likely to run screaming in the other direction. Strong website content should explain what your business has to offer in a concise and engaging a way.

* DO make information easy to find. When planning your website, make sure that the most important content is in easy view. For instance, customers don’t want to waste time wading through pages and pages before locating your company’s contact information. Make your address, email, phone number, and hours of operation as easy to find as possible. You don’t want people to have to go looking for this information and risk losing their business.

* DON’T be impersonal. People like to know that there are real people behind a business and a brand. Don’t be afraid to let your personality shine through in your content. As you’re writing, imagine having a conversation with your audience, as opposed to preaching at them. (Need an example, read this!)

* DO work with a partner. We know running a small business can be tough – and that you may not have the time to write your own content. Fortunately, there are professionals out there – like us! – who can help. Working with the right communications partner can help your business deliver sharp online content, without eating up your time or budget.

Remember, it’s your message, not a flashy design, that will keep your website visitors interested and convert them into customer. Make sure to your site content is fresh, inspiring, and up-to-date, and let us know if we can help!

Want to learn how Mischa Communications can help create engaging website content for small businesses on a budget? Give us a call at 202-596-7804 or drop us a line at