What content should you put on your website?

Develop effective content to attract customers to your business website

You have decided that your business needs a Web site. You have decided on a the purpose for your site, your budget, and found a developer that you want to work with. Now comes the hard part.

The right content will not only bring visitors to your site but convince them to pick up the phone, click that buy button, and transform them from casual browsers to loyal customers.

If you are planning a new website design or a comprehensive redesign for your business, use this four-part checklist to ensure every page on your site delivers maximum value.

What content should you put on your web site?

1. Be a Proactive Problem Solver

Too many business sites focus on the business rather than what is important: your customers and their immediate needs. Whether you offer local plumbing services in Grants Pass, legal counsel in Medford, or specialized e-commerce products, the business of your business is to solve your customers’ problems.

• Tell your readers exactly what they want to know.
  And what does he want to know? How you or your products or services can solve his specific problem.
• Focus on benefits; not features.
  Don’t just list the tools or materials you use. How will your service or product make life easier or better for your customer? Help shoppers visualize the rewards.

  For instance, if you customer is looking for, say, a landscaper in Medford, would you tell him about your mowers and rakes? No. You’d tell him how your reliable and conscientious monthly service will keep his yard looking great, year round, rain or shine.

• Answer FAQs (frequently asked questions)
  Do you customers often ask the same questions? Put the answers to those questions directly on your service pages. This builds immediate trust and demonstrates that you are both deeply knowledgeable and tuned into their needs.
• Include essential, decision-making details
  Give your prospective clients enough explicit detail to take action. Clearly state your primary service areas, expected timelines, or baseline pricing parameters so they can confidently decide to act: call, make an appointment, ask for more info, or make a purchase.
• Explain special concepts
  If you offer a highly specialized product or a unique service method, present the details in clear, every day language so shoppers understand what you have to offer.

2. Every Word Counts

Vague or repetitive text or generic AI-generated fluff will cause site visitors to bounce away. Remember, you only have a few seconds to grab their attention and pique their interest. Make your words count.

• Choose meaningful headings and sub-headings
  Readers are put off by long, intimidating walls of text. Relevant headings and subheadings (H2s and H3s) make pages super easy to scan and quickly find the information they are seeking.
• Naturally weave in target keywords
  Strategically include your primary services and regional terms (e.g., “Southern Oregon small business website design”) within your headings and intro paragraphs. This confirms to visitors they are in the right place while supporting your organic search rankings.

  See article: Use Keywords to improve your search engine ranking and increase site traffic »

• Put your most critical concepts first.
  Keep your core value proposition “above the fold”, the top section of the screen that is fully visible on a desktop or mobile device before a user has to scroll down.
• Be objective and avoid marketing hype
  “Just the facts ma’am” increases credibility and trust. Avoid empty superlatives like “we are the absolute best choice in the world”. Instead rely on actual details that illustrate why choosing you is the right choice.
• Be direct.
  Write using short sentences using an active voice. Do not let your core business message get buried underneath flowery language, complex industry jargon, or redundant sentences.
• Write for your specific target audience
  Tailor your vocabulary and tone to match your ideal customer. Decide early on what your style is: strictly professional, warm and consultative, or casual and conversational or some combination of those.

  In addition, if your target audience is local, your pages needs clear service area details so locals know you’ll drive to them. For instance, if you are targeting the Rogue Valley, state that your service area is Grants Pass, Medford, and Ashland or whatever cities you actually provide service to.

• Use vivid language.
  Descriptive words help visitors visualize your products or services instead of just reading a generic pitch, conveys your enthusiasm and engages your reader.

3. Boost Customer Confidence

• Don’t be coy about your competitive edge
  What makes your customers say “Wow!”? Whether it is superior service, a twenty-year local track record, lightning-fast response times, premium materials, or remarkable products, tell your visitors what makes you stand out from your competitors.
• Clearly share your policies.
  Let your customers know what it’s like to do business with you. Publish clear, easily accessible guidelines regarding service guarantees, project timelines, deposits, exchanges, returns, shipping, and communicating with you.
• Use real customer testimonials
  Testimonials from satisfied customers are compelling evidence that yours is an established business with experience and a history of satisfactory service. You might put 1 or 2 authentic reviews from satisfied local clients directly on the specific service pages they refer to, rather than burying them all on a single testimonials page.

4. Be Correct

The technical quality of your writing reflects on the care and professionalism you take with your business operations.

• No errors
  Spelling, grammatical, and syntax errors are simply unacceptable on a business Web site. They chip away at user trust. Careless errors make you look bad.

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A Street Web can write your Web site text

At A Street Web Design, we have been writing Web site text and getting the message out for over a decade.

With your content outline, we can develop your keyword list and write persuasive, informative Web text that sells.

call: 541-582-0597

Or

Request a Free Consultation

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A Street Web Design – We take care of the details.