Writing for your small business online requires special considerations.
Creating content for your business website isn't just about filling pages—it's about connecting with your audience in a way that feels natural and engaging. Writing for the web is different from other forms of writing because people tend to skim more than they read. If you want to grab their attention and keep it, try these practical strategies.
Keep it Clear and Concise:
- Break up your text with short paragraphs to avoid overwhelming readers.
- Use bullet points and subheadings—they help people find what they need quickly.
- Skip jargon and complicated language. Simplicity wins.
Engage with a Conversational Tone:
- Write like you're having a conversation—approachable but still professional.
- Imagine explaining your business to a potential customer face-to-face.
- Use inclusive words like “we” and “you” to create a sense of connection.
Craft Strong Calls to Action (CTAs):
- Be specific and direct. Instead of “click here,” try “Explore Our Services” or “Get Your Free Quote.”
- Make CTAs stand out visually with buttons or bold formatting.
- Always link CTAs to a relevant next step—don’t leave your readers hanging.
Use Storytelling Techniques:
- Share real stories—customer experiences, your business journey, relatable scenarios.
- Focus on the “human” side of your business to build trust.
- Help readers see themselves in your stories—what challenges do they face, and how can you help?
Writing for the web doesn't have to be complicated. Start with a genuine approach, keep your audience in mind, and refine as you go. The more you practice, the more natural it becomes, and soon you'll be crafting content that not only draws people in but also inspires them to take action.