Business Website Content: Express Your Brand

Clients approaching us for "web design" are often surprised when they find out about our content-first approach. After all, it's content that tells the story of your business - the design only presents it in a visually pleasing way. Designing around content is more efficient and sustainable than compromising to fit your content into existing boundaries.

Business Website Content featured image
Article by Dawid Zimny
I am particularly interested in web analytics. Knowing the way your visitors browse your website will help you improve their browsing experience and is crucial for converting them into clients.

Whether it’s copywriting, imagery or videos, your business website content is as important, or even more important than your design. The days of keyword stuffing are long gone. Google considers over 200 variables when ranking your site. While keywords are still one of them, you don’t have to get all 200 right to rank high. The quality of your content is now more important than ever.

Create people-centric content

While this seems obvious at first, many people don’t know just how important it is for your content to be user-friendly. The design might attract the visitors, but it’s your content that converts them into clients. If your visitors find what they were looking for on your site, they will stay. And Google loves that.

Let’s make up a query – “why do cats love pancakes”. Imagine site A ranks #1 for that query and your site climbed to #2. If more people find an answer to their query on your site compared to site A, you will inevitably take their spot at the top of Google. Even if your keyword density is lower (or higher) than the magical value you’ve found online.

“Keyword density, in general, is something I wouldn’t focus on. Search engines have kind of moved on from there.” 

John Mueller, Webmaster Trends Analyst at Google

As an example, if your business was selling a product, imagine how would a marketer sell it in real life and take a hard turn from that. Keep the description concise. Focus on the attributes of your product that your audience is looking for and cut down on the marketing jargon.

Competition is just a few clicks away, unlike in the real world. If you’ve ever shopped online you must’ve seen products with a long description. Sometimes it takes 2-3 full pages of scrolling to reach the important details. The truth is that almost nobody reads these descriptions because they aren’t user-friendly. In the end, it’s just a waste of resources and an annoyance for the visitors.

Write for the person, not search engines. Choose a tone appealing to your audience. Keep it simple and use wording understandable for your visitors.

Make the content legible for your audience – consider if they might need a bigger line spacing or a slightly bigger font. Make it all about the visitor. If they will love your website, so will Google.

Content-first approach

A captivating description of your business is the best way to win over visitors. Even though the old SEO tips aren’t nearly as important now, the online world is still different from the real one. That’s why we are fully behind the idea of creating business website content at the earliest stages of the website building process.

Working on the content with your web agency before the design phase helps them understand your business. Not only does it result in a better design of your website, but also eliminates unnecessary delays when creating content right before launch.

Both of these things boil down to your site being more functional and compliant with your business’ goals, ultimately resulting in a higher return on investment.

Engaging content never goes out of style

In the online world, even the greatest copy can become dull. When browsing the Internet our attention span and expectations are a bit different. That’s why your content needs to be engaging.

Including links, appealing imagery, animations and videos will liven up your business website content. Be mindful your content needs to be unique and easily digestible. Keep your paragraphs short and make your writing dynamic by using different sentence length.

All of the above will keep your visitors interested in the content of your website, thus extending their session duration on your website.

Tips for writing business website content

  • insist on writing the content before the design phase
  • while following good SEO practices, focus on writing human-friendly content
  • your story is unique and so should be the content of your website
  • unless you’re in a technical niche, keep the content as easy to read as possible
    (check your readability score)
  • make sure your content is up-to-date

What are some other standards you follow when writing your website content? Have you struggled in any way when creating the copy for your business website? Let us know in the comments below.

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