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Website Content Writing

Copy Writing For Small Business Websites

Content is king — but also the most common cause of unne­cessary delays in web design pro­jects. Content delays often cost more in missed oppor­tun­ities than pro­fes­sional writing would. They even kill some website pro­jects before they ever launch. So this website content writing package can help to keep small business website pro­jects on track.

Why You Need Professional Website Content Writing

A website is a frame for presenting your content effect­ively. So it’s more effective to design that around your content.

Ideally, you’d be able to provide well-written, search-engine optimised sales copy for your website up front. After all, it’s your site, so you should write the content, right? Maybe — but that’s harder than many people realise.

The Problem With Creating Website Content

Most people under­es­timate how long it takes to write business website content — and its value. It isn’t simple, and mis­takes will cost you sales.

So no, you can’t just write whatever you want, and no, you weren’t taught to write effect­ively for the web in school. Online reading habits don’t match tra­di­tional writing models.

How To Write Website Content

Web audi­ences expect web­sites to answer several basic ques­tions within fairly standard struc­tures. So get those right, and you can launch — then plan to add more content later. Adding fresh, useful content reg­u­larly is great “content mar­keting” in any case. So many busi­nesses invest in CMS web­sites to allow that.

Still, you’re the expert on your business. So you will need to create a detailed content plan. It’s just best to do that with pro­fes­sional help.

Then you’ll need to focus on your audience and answer their ques­tions, not write for yourself. It’s best to double-check each statement, no matter how well you know your topic.

Also remember that your audience doesn’t know what you know. Some points — espe­cially industry jargon — may need further explan­ation. Others may need sup­porting ref­er­ences, like quo­ta­tions or links to non-com­peting sites that add weight to your statements.

Next, you’ll need to check for typos, spelling, punc­tu­ation, grammar, structure and read­ab­ility. Professional writers rely on sub-editors and editors for proof reading, because it needs “fresh eyes”. Otherwise, you’ll need to wait a day or two before you can see the flaws in your own work. Then read it aloud — and hone it repeatedly.

The only kind of writing is rewriting — Ernest Hemingway

Small Business Website Content Writing

Even then, the core pages of business web­sites don’t just need well-written copy. They need per­suasive, search optimised sales copy. SEO and sales copy writing are valuable skills in themselves.

Good structure and read­ab­ility help SEO a lot, but picking the right topics and search terms to focus on is critical, too. So here’s the catch — the keywords you want to rank for are probably wrong.

SEO experts see a lot of stats on what people really search for. Often, the popular search phrases aren’t quite what you’d expect. Even when they are, a brand new website may not have enough authority to compete on the most popular ones. You may need to target less com­pet­itive terms first.

Another common mistake is not writing enough. Like it or not, the more words you have on a page, the more phrases it’s likely to rank for, espe­cially if they are all on one topic.

Besides, search engines may under­value pages under three hundred words, so five hundred is a safer minimum target. Longer art­icles of up to a few thousand words often work even better.

Small blocks are also easier to read and to write. So homepages often consist of mul­tiple small text blocks, with longer art­icles with simpler layouts for the rest of the site.

Are Pictures (And Videos) Worth A Thousand Words?

Images don’t impress search engines much, but do help your audience. Illustrative images build trust because we process and remember them faster than text.

So if you haven’t got rel­evant pro­fes­sional quality images lined up, you’ll need to source at least one for each page. Whilst stock images can work for this, they aren’t ideal. The more clichéd ones can even undermine your cred­ib­ility and sales. So it’s worth investing in pro­fes­sional pho­to­graphy if you can, or at least a decent paid stock media library.

Video mar­keting is even more effective. Professional-looking videos build trust and meas­urable engagement — which tends to reduce mar­keting costs.

Do You Need Content Creation Help?

All that barely scratches the surface of what’s involved in pro­fes­sional website content writing for small busi­nesses. Would you rather spend weeks on all that, or on setting up and running your business?

The sooner you launch, the fewer oppor­tuniities you’ll miss. So I offer a basic copy writing package to help you get your project moving.

A Basic Website Copy Writing Package

This package covers up to 5 pages of copy writing (~500 words each), with one stock image per page and up to three rounds of revision. Normally, this covers your “Home” and “About” pages, plus up to 3 Service or Product pages. Contact, Testimonial and Gallery/Portfolio pages rarely need this service. Likewise, bulk eco­m­merce product pages tend to be shorter, so please enquire about help with those.

This service doesn’t include the qual­ified legal help you’ll need to create your site’s legal pages. For those, I recommend spe­cialist legal solu­tions for T&Cs and Cookie/Privacy Policy pages.

Got any ques­tions about small business website content writing?

Get in touch today!