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Dos and Don’ts of Writing Your Own Business Website

Your business website is often the first point of contact with potential customers and clients – it needs to pack a punch. Crafting compelling content for your website is a crucial task that should not be taken lightly. While many small business owners opt to take the DIY route in writing their website copy, there are certain dos and don’ts to keep in mind for a successful online presence. When you are a small business owner, copywriting is often yet another hat you have to wear.

Here I let you into some copywriting secrets so that you know the lowdown on writing your own business website.

How to write your small business website copy

Do: Know Your Audience

Understanding your target audience is the cornerstone of effective website copy. What are their pain points? What solutions can your business offer? Tailor your content to resonate with your audience, speaking directly to their needs and desires. Remember, it’s not just about what you offer but how it benefits them.

Don’t: Overwhelm with Jargon

While you might be an expert in your field, your website visitors might not be. Avoid drowning your audience in technical jargon. Speak in clear, accessible language. Remember, you’re not just selling a product or service; you’re building a connection.

Do: Showcase Your Unique Selling Points

Highlight what makes your small business stand out. Whether it’s exceptional customer service, a unique product feature, or your company’s mission, make it front and centre. This is your chance to shine in a crowded online marketplace.

Don’t: Neglect Your Brand Voice

Consistency is key. Ensure your brand voice is consistent across all pages of your website. Whether you’re aiming for a friendly and approachable tone or a more formal style, sticking to a consistent voice helps build brand recognition.

Do: Invest in Quality Imagery

A picture is worth a thousand words. Invest in high-quality images that reflect your brand and offerings. Visual appeal can significantly impact the overall impression of your website. Amateurish photos can detract from the professionalism you’re aiming for. They sit alongside the copy and the pair together can bring your site to life, enticing viewers on.

Do: Provide Clear Calls to Action (CTAs)

Guide your visitors on the next steps. Take their hand and lead them where you want to go. Whether it’s making a purchase, signing up for a newsletter, or contacting you for more information, clear CTAs are essential. Make it easy for visitors to take the desired actions. They should effectively stumble into what you want them to do.

Don’t: Rely Solely on SEO Keywords

While SEO is crucial for online visibility, avoid stuffing your content with keywords. Search engines value quality content, and overusing keywords can make your copy sound unnatural and turn off readers. There’s quite an art to ensuring SEO doesn’t detract from the brilliance of your website. Above all, your words should sound natural.

The Need for a Small Business Copywriter

While the dos and don’ts above can set you on the right path, there comes a point when every small business owner must ask: Is it time to bring in a professional? Crafting compelling, strategic, and polished copy is an art. Here’s where using a small business copywriter to create your website content can make all the difference.

So, here are a few more dos and don’ts when it comes to your small business website copy.

Do: Leverage Expertise

A small business copywriter brings a wealth of expertise to the table. They know how to navigate the nuances of language to create content that not only informs but persuades. Their experience in crafting compelling narratives can elevate your brand to new heights. I promise, people can tell the difference between a website written by a pro and one written by the business owner. And the first stands out more positively to get the punters through the door.

Don’t: Underestimate the Impact

The words on your website are your business’s voice in the digital world. They are the bridge between you and your customers. A small business copywriter understands the psychology of language and the power of research, leveraging both to create a powerful connection with your audience.

Do: Save Time and Energy

As a small business owner, your time is precious and often seriously limited. Juggling various aspects of your business is challenging enough. Handing off the task of website copywriting to a professional allows you to focus on what you do best – running your business. I’ve known small business owners take months getting the copy sorted for a basic website. It needn’t be that way.

Don’t: Compromise on Quality

Your website is a reflection of your brand. Subpar copy can give the impression of unprofessionalism. A small business copywriter is committed to delivering quality, ensuring your online presence stands out for all the right reasons.

Do you want to make every word count?

Small business copywriting isn’t just about stringing sentences together; it’s about creating an experience, sparking emotions, and driving action. The dos and don’ts provide valuable insights, but the ultimate key to success lies in recognising when it’s time to bring in a professional.

Investing in a small business copywriter is an expense that delivers excellent return on investment. It’s a strategic move to enhance your brand’s visibility and impact. As you navigate the exciting journey of growing your business, let the power of words, skilfully woven by a small business copywriter, be your strongest ally.

Find out more about professional website copywriting for small business owners.




Image thanks to Igor Miske

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