Whether you’re building a brand new site or revamping an old one, you need to think carefully about what web content you’ll include. A big part of this process involves deciding what information you want to share, how you’ll say it, and how to break this content down across individual pages. To get you started, we share some strategies and writing tips below.

Make a good first impression with homepage content

The first thing you need is a killer homepage. This generally comprises a few snappy taglines, a short description of your business, your key product and/or services, and an explanation of why what you offer is unique.

In most cases, your homepage will be the first thing customers see when visiting your site, so ensure it’s attention grabbing. Copy should be clear and catchy. To encourage interactivity, incorporate lots of ‘calls to action’ (interactive links such as ‘read about us’ or ‘find out more about our services’) to maximise the chances of customers clicking through to other pages on your site.

Showcase your expertise on your ‘About Us’ page

You’ll then need to start thinking about your ‘About Us’ page. This section enables customers to gather more information about you – and why you’ve got what it takes to make customers happy. Describe your business’ aspirations, personal and professional experience, and if you like, your values. On your ‘About Us’ page, it helps to highlight case studies, a portfolio and/or client history (if you have a good track record) to showcase what you can do for them.

Let customers know where you’re at with your ‘Contact’ page

Your ‘Contact’ page should cover all the ways that customers can get in touch with you. State exactly where you are based, and opening hours (if applicable). Search engines, such as Google, give preference to businesses in close proximity to the user (for example, if you search for ‘Thai restaurant’, Google will return results based on how far away the restaurants are to your current location). For this reason, listing your address, along with surrounding suburbs, increases the chances of your website being shown in a user search. In addition to your phone number and email, we suggest you include a customer enquiry or quote form.

Explain what you offer on your ‘Products’ or ‘Services’ pages

Once you have the basics laid out, you can start crafting web content specific to what you do – the descriptions of your products and/or services. The application of keyword-rich web copy on these products/services pages provides you with two benefits: 1) the opportunity to promote what you do, and 2) an improved SEO ranking for relevant search terms. When writing, always remember to finish each page with a call to action or link to another internal pages to keep customers engaged.

Enhance your brand and industry authority through blog writing

To further improve your business profile, consider blogging. Publishing blog articles increases credibility by demonstrating industry knowledge and thought leadership. Another reason to blog is that search engines favour websites that are regularly updated – so the more you blog, the more likely your site will climb in ranking.

If you decide you want to be a blog writer for a day, keep in mind that articles should inform, entertain or educate. To get started, think about topics associated with what your business does, or things that your customers would benefit from after reading. What can you share with them that they’d find interesting? Is there something you know that they should know? Always remember that when coming up with an angle, readers will be asking themselves: ‘What’s in it for me?’

Fuel your website copy with Shuttle Rocket

If you’re still a little stuck, Shuttle Rocket’s copywriters can help you write content that will make your business sing. Our affordable copywriting packages range from just $299 to $599, and our unique, super fast turnaround means you can get your website launched quickly.

View our copywriting packages to get started now.