Struggling to Write for Your Website? Not Sure What Draws People In? Here's An Introduction to Great Website Content
You have a small Cape Cod business website and you’re wondering what type of content you should post on it. The answer to that question will be different depending on your target audience.
The Best Content for a Small Business Website
Table of Contents
Think About Your Business for a Minute
What does your business offer?
What makes you appealing, and to what segment of people?
How often do you plan on updating your site with new content, or posting events and other news pertinent to your business?
Do you want the website to be a one-stop-shop for all things related to your business or provide an overview?
What type of people do you want as customers?
- Younger adults who are well-educated, and self-employed professionals?
- Families with children who have recently moved to the area who work remotely?
- Only people from out-of-town, or Cape Cod locals, too?
- Retirees looking for a place to live in their golden years without the hassle of yard work?
Answering questions like these will help you fine-tune the content for your website.
For example, if you want to attract more customers from the Boston area, including articles about local events and restaurants could help. Think about your market: what information would interest them? What information would be useful? And it’s okay to add content that isn’t specifically a service or product of yours (but don’t overdo it).
If you want people who live in the surrounding towns to visit your site, then write location-specific posts about your services, expertise, and success, and be sure to include testimonials from local people.
You know your market... what content would make them happy?
5 Essential Content Types for a Business Website
1. What does your Cape Cod business offer?
The place to start is with a solid, engaging description of your products or services.
The first thing potential customers see when they visit your site should be engaging and informative about all the benefits associated with visiting or buying from this business.
Highlight the products or services offered. Include prices for each item if relevant as well as descriptions. Use an easy-to-read layout, and describe the benefits.
2. Make it easy for people to get in touch with you
Add a contact form, including a phone number and e-mail address so visitors can submit questions.
Visitors will be looking for your contact information on the site, so make sure you include a phone number and email.
For people using their smartphone to read through your website, ensure they can call or e-mail you by just clicking a button.
Providing an easy access point with clickable numbers or buttons is a key element for ease of use!
3. What questions do customers usually ask?
A list of frequently asked questions (FAQs) that are answered on the website will help both you and your customers.
Think of it as a way to give your customers quick answers, which they will appreciate.
Well-written Q&A content also serves to clarify what they’re looking for, saving both of you time later on. Done well it can be an effective pre-screening process.
Pro tip: you can also answer these questions in more detail in blog posts, which adds to your presence in the search engines and demonstrates your depth of knowledge.
4. A really good About Us page
An “about” page describes who you are and what your business is about.
Every business should have a good about us page. Help your business stand out from the competition, highlighting key aspects of what you do in easy-to-read text and images.
Include personal background, but don’t go overboard. The contents of this page should provide business information and increase business credibility.
- What business background do you have?
- Do you have a relevant educational background?
- What training do you have?
- Is your staff trained?
- Do you have any industry or official certifications?
For example, “The business has been in the same family for over 50 years. We’re licensed and insured as a small contractor to do work on residential homes, additions, roofing, remodeling, and more. My education began working with my Dad, and he taught me all the best things to do, and the things to avoid.”
Pro tip: this is a perfect place to include a few dazzling testimonials!
5. Include a mission statement
A mission statement is a concise and decisive expression of your organization’s purpose, values, or what it will be working toward in the long term.
Adding a mission statement will help your visitors understand the goals of your business.
Be careful with your tone of voice. A common mistake with mission statements is being overly formal. Match the tone of the rest of your site. If your writing leans toward casual, it’s okay to use the same tone in your mission statement.
5 Excellent Content Ideas for a Cape Cod Business Website
When you have covered the core website content, what should you add to your site?
Should you add more customer testimonials, a blog post about company history or philosophy, an interactive map of services offered on the website?
Show off Your Before and after examples!
Impress people! Show them a situation, and then show them the resolution.
When someone can look at a before/after situation and know exactly what the situation was, and what it looked like at the end, it is much easier for them to make a decision.
People love these types of stories because they’re able to see the problem unfold in front of them, then watch it get fixed by the end.
Pretty much every business has examples like this! All you have to do is look at your list of completed projects.
Pro tip: use pictures or video whenever possible! Here’s an example.
Add "how-to" content
Create an entire article on one topic. You don’t have to give away all your secrets! People do appreciate learning and being able to at least give it a shot themselves.
“How-to” content is one of the most popular things to write about because people love learning and being able to at least give it a shot themselves.
It’s an opportunity for you to offer help, or make something more than they can do on their own.
There are so many ways that you can be helpful, and your customer will notice when you go out of your way to really put them first.
Because how-to articles are searched for frequently, this kind of content can give you an extra boost in ranking.
Some people don’t know how to do certain things, so they want you to teach them.
More and more folks are looking for the answer on Google or YouTube first, rather than reach out to a company like yours. That’s why it pays off big time when your customers see that you’ve put in the work of designing helpful content just for them.
It can be really easy if all we’re talking about is an instructional video with step-by-step instructions; who doesn’t love something visual?
For example, if someone needs help installing some new software on their device, there might not even need any words at all–you could make great use of screen recordings and small videos with arrows pointing where everything should go next (visual learners will thank us!).
You’ll find that many times people won’t succeed, or they’ll want more than they could do on their own. (Or they simply don’t have the time to learn all they need to learn… we get that one a lot.)
Answer common questions in depth
This is another huge opportunity. Why?
When people do a search they routinely type in a question. Think about that… you already have a page with an FAQ (right?). If you take the most popular questions and provide excellent answers, your answer might show up when the question gets asked.
So, go through that list of frequently asked questions. Take some time to create an article answering the most popular question, in-depth.
You’ll show customers that you’re here to help them and want to answer their questions, which will make them more loyal!
For example, a question about what type of oil is best for the engine on their car. You could write an article explaining why some people prefer synthetic oils, while others feel regular oils are better. You can then list the benefits and drawbacks of both types, as well as alternate options for people who may not be sure what type they want to use.
Write an in-depth case study
Give your customers something they can relate to by describing a problem situation, the desired goal or outcome, some of the steps you took, and the final successful resolution.
A realtor could describe the process of selling a home for someone off-Cape, detailing everything that was done, from start to finish.
A builder could tell the story of completing a project while navigating shortages of supplies, contractor issues and the ever-changing zoning and building requirements. And with pictures!
Take 10 minutes to make a list of some recent successes – you’re sure to have quite a few. Which ones are really good? Could you get a customer testimonial to go with it?
Bonus idea: Get an expert to write a guest post
Whatever your business is, you have developed trusted sources within your “sphere.” Carpenters know good (and bad) plumbers and painters. Bookkeepers know tax people and investment services.
Who do you know who could write an article that would be interesting to your customer base?
A good article from a closely related industry benefits you and the author (who gets exposure and a link back to their own website).