We’ve seen it time and time again. Clients, who already have their hands full running their businesses, take on the additional task of having a new website created. They want to craft written content for their new site that fires on all cylinders: engaging, reflective of their personality and brand, and search-engine friendly. Seems pretty straightforward.

But time goes by and deadlines come up quickly. Anxious to launch that eye-catching new site before the next conference, event, or calendar year, business owners often end up cobbling together text to get “something up” on the website. It can always be tweaked later, right? Except usually that doesn’t happen.

So how can a time-strapped (or writing challenged) SMB be sure that the text on his or her website is reflective of their goals? Two options: either enlist the help of a web content writer to do it for you, or prioritize to be sure that you spend the most time and energy on the pages that matter the most.

While many web design companies have in-house copywriters, it does come with an additional price tag. If you are on a tight budget, here are the writing tips for pages/sections of the website that you will want to give the most attention to.

Home Page Writing Tips

This is typically the most highly-trafficked page on a business website. Use this prime real estate, including the welcome message, slider image text, and other elements to clearly communicate who you are, what you offer, and who you help (your target market). Be sure to include keywords in your text and clear calls-to-action to draw your visitors into your sales funnel.

About Page

Often neglected, the “About” page of your website is more important than you might think. As one of the most visited pages on your website, this page is your opportunity to connect with potential customers by giving them insight into who you are, your values, your level of commitment to customers, your expertise, your passion—whatever makes you stand out. Avoid jargon and stuffiness by writing with a conversational tone and allowing your personality to shine through so that visitors can form an emotional connection with you. Including an image of you or your team goes a long way.

In the end, whether they realize it or not, consumers do business with those that they feel connected with in some way (ex. ideals, values) and feel that they can trust. Of course, be sure to include relevant keywords and calls-to-action (CTA) on this page to direct readers to your products or services.

Products/Services Page

So your web visitors have landed on your “Home” or “About” page, and your brilliantly placed CTAs have directed them to a featured product or service page(s). That they have stayed on the website for this long is a good sign. But what do they see when they get there? Are there images and text that do justice to what you are offering, or is the potential customer left with questions? This is your opportunity to lay it all out there and give visitors all of the information they need to confidently proceed to the next step—visiting your restaurant, placing an order, filling out a quote form for a service—whatever the desired goal.

Of course, all of the content on your website matters, but these three areas should take priority when creating your website content.

Are you interested in having a new, responsive website created for your business? Maybe you need help revamping your current website content or creating fresh content that yields better results. Regardless of your needs, we can help. Our Boston web designers and copywriters are some of the best in the business. We specialize in helping small business owners by creating professional websites that boost website traffic and customer conversion rates. Contact us or get a FREE ONLINE QUOTE today!