If I had to name one problem that I have come across with almost every small business website I’ve worked with (or visited for that matter), it’s this: a lack of content. When a small business makes the decision to finally get a website for themselves, it seems that they almost all follow the same path: they end up hiring a web design firm to create their site, and instead of getting a content rich website, they get a bloated website with little content but a lot of unnecessary graphics.
Although small business owners may think they need to spend a lot of money on how their website looks, quality content is a much smarter investment. I’m not saying that it’s not important to have an attractive website, but let’s be honest: you are much better off with a clean and simple design for a content rich website than a flashy design for a website with three pages of content.
If you are a small business owner and the previous two paragraphs describe the situation you have found yourself in, don’t worry, it’s not the end of the world. Even if you have a tight budget, it’s still possible to create very good content; it’s simply going to take an investment of time from you if you can’t hire someone else to do it for you.
So, now that I have your attention, you probably want some concrete methods for developing content for your website. Here are three tips from my personal experience that you should get you started developing great content for your small business website:
Useful Tips: You’re reading this post because it contains tips that are useful to you and your small business. Therefore, it’s not hard to imagine that people would be interested in reading tips that are relevant to their lives. Regardless of what your small business is, you have customers and potential customers, and they will take time to read useful articles that give them practical tips that they can take and use. If you’re having a hard time coming up with what kind of tips you should write about, a How To article is always a good place to start.
Outside of the Box Content: If you have read some of my previous posts (like 5 Ways Watching TV Can Help You Attract More Links), then you know that I like tying SEO and internet marketing posts into other topics. Not only are these posts enjoyable to write, but they are also interesting to the people that read them. For experienced SEOs and internet marketers, they provide a different approach to the subject. For people who are new to SEO and internet marketing, they provide a perspective that can actually make these complicated and commonly misunderstood topics easier to comprehend. Just as writing outside of the box content works for SEO and internet marketing, with a little creativity, you can think up outside of the box content for subjects that are relevant to your potential (and current) customers.
FAQs: I have actually discussed adding FAQs to your website in at least one previous post, but it is a topic that is worth discussing again. I have had opportunities to look at analytics reports for many different small businesses, and one of the things that sticks out is the amount of time that visitors spend reading through FAQs. By taking the time to create useful FAQs, you can significantly increase the confidence of your visitors and in turn convert more of your visitors into customers. In addition to creating FAQs about your specific company, you can create FAQs that answer common questions you know your customers have. Even if these more general FAQs don’t lead to instant conversions, visitors will remember that your website was useful and helpful to them, and chances are they will be back to visit again (and possibly make a purchase during one of their later visits).