So, you’ve started a new business and you need a website. Unless you are very technically savvy, and have a good amount of free time on your hands to build your own small business website, you have probably hired a professional to design your site. Your designer is now responsible for working out the layout, function and aesthetics of your site (with your input, of course), but in most cases you will still be responsible for providing the content for your site. And content is, after all, the most important component of a website.
Here are 5 guidelines to keep in mind when planning the content for your small business website. Follow them, and you can’t go wrong.
1. Simplify – or – Cut Out The Mumbo Jumbo
Focus on one topic with a few related keywords per page. When writing your content, make sure your text includes the keywords you’ve chosen, and avoid keyword spamming with no substance. When describing your business, be as straightforward as possible, and have a friend or colleague read and edit your writing. Depending on your contract with your web designer, they may not proof what you have written.
2. Share Content – or – Those Who Can Do, Teach
The best way to build SEO (search engine optimization) and drive traffic to your small business website is to create and share quality content. Blog, write reviews, or make videos that show off your expertise in your field, and your reputation will grow as people share the information you provide with others. These dynamic streams of content are important tools you can use to promote your website resulting in more business for you.
3. Location – or – Map It If You Want to Tap It
Make it easy for people to find your business by including your location and map on your site. Participate in local directories, like Angie’s List and Google+ Local, to raise both awareness and search result rankings. Many searches are performed with location in mind, especially for businesses like restaurants, repair technicians, and any brick-and-mortar stores.
4. Be Responsive – or – Even Grandma Has an iPhone These Days
Make sure your site is mobile-ready. People are moving away from clunky desktop computers, and you don’t want to lose their business because your site doesn’t fit on their iPad screen. This may not seem like your job, but you need to ask your web designer if they are designing your website to scale on mobile devices such as cell phones and tablets. If so, you will need to work with your designer to decide which content is most important, and what should be prioritized on a small screen. Your mobile-ready site can still include all of the information that’s on your full site, but it will be presented differently due to a restructured layout.
5. Referrals – or – If Tommy Jumps Off A Bridge, So Should You
Customers are far more likely to purchase a service or product if it comes recommended by a third party. Include testimony from other satisfied consumers to solidify your reputation and make the sale. Your clients and customers are not likely to send over a glowing testimonial (no matter how wonderful you are) without you first asking them. Make sure to keep up with past and current clients, and create simple ways for them to leave feedback. If it is positive feedback, ask them if you can quote them on your website, if it is negative, this will be your best opportunity to fix their complaint and win them back.