As a small business owner, you know your products or services inside and out. You understand your industry, you’re passionate about what you offer, and you genuinely want to help your customers. But when it comes to putting all that knowledge and enthusiasm into words on your website? That’s where things often get tricky.
Many small business owners struggle with website content. You might find yourself staring at a blank page, wondering how to describe what you do in a way that will actually connect with potential customers and motivate them to take action.
The good news? You don’t need to be a professional writer to create effective website content. You just need to understand a few key principles about how your customers think and what they’re looking for when they visit your site.
Why Most Small Business Website Content Falls Flat
Before diving into solutions, let’s look at why so many small business websites struggle to connect with visitors:
- Too focused on features instead of benefits – Describing what you offer without explaining why it matters to customers
- Filled with industry jargon – Using terminology that makes sense to you but confuses potential customers
- All about the business, not the customer – Talking extensively about your company history without addressing customer needs
- Generic and forgettable – Sounding like every other business in your industry
- Lacking a clear next step – Failing to guide visitors toward a specific action
These common pitfalls are understandable. When you’re deeply knowledgeable about your business, it’s easy to forget that your customers don’t share that same perspective or vocabulary.
The Customer-Focused Content Framework
The most effective website content follows a simple framework that puts the customer at the center of the story:
1. Start With Their Problem
Begin by acknowledging the specific challenge, pain point, or desire that brings visitors to your website. This immediately signals to readers that they’re in the right place and that you understand their situation.
Instead of: “Our salon has been providing hair services since 2010.”
Try: “Walking out with a hairstyle that makes you feel confident and look your best shouldn’t be a hit-or-miss experience.”
DIY Tip: List the top three problems or frustrations your customers typically mention when they first contact you. Use these as starting points for your website content.
2. Build the Bridge to Your Solution
Next, transition to how your product or service addresses that specific problem. This is where you connect their need to your solution.
Instead of: “We offer comprehensive tax preparation services.”
Try: “Our step-by-step tax preparation process eliminates the confusion and stress of tax season, ensuring you never miss deductions you deserve.”
DIY Tip: For each customer problem you identified, write down exactly how your product or service solves that problem in the simplest terms possible.
3. Translate Features Into Benefits
When describing what you offer, always pair features (what something is) with benefits (why it matters to the customer).
Instead of: “Our windows have triple-pane glass.”
Try: “Our triple-pane windows keep your home quieter and reduce energy bills by up to 30%, meaning more comfort and savings every month.”
DIY Tip: Create a two-column list with features in one column and the corresponding customer benefits in the other. Use this as a reference when writing product or service descriptions.
4. Provide Evidence
Back up your claims with specific examples, testimonials, case studies, or data that proves you can deliver on your promises.
Instead of: “Customers love our service.”
Try: “Since switching to our lawn care program, the Johnsons have reclaimed their weekends while enjoying the neighborhood’s most admired yard – all while saving $350 annually compared to their previous service.”
DIY Tip: Collect specific details from customer success stories, including measurable results and emotional benefits they experienced.
5. Clear Call to Action
Finally, tell visitors exactly what to do next and why they should do it now.
Instead of: “Contact us.”
Try: “Schedule your free 15-minute roof inspection today – before small issues become costly repairs.”
DIY Tip: For each page on your website, decide on the single most logical next step for visitors and make that your call to action.
Essential Pages and What They Should Accomplish
Different pages on your website serve different purposes in the customer journey. Here’s what each key page should focus on:
Homepage
Primary Purpose: Make it clear what you offer, who it’s for, and why visitors should explore further.
Content Tips:
- Lead with a headline that states your main value proposition
- Include a brief overview of services/products with links to detailed pages
- Feature 1-3 customer testimonials or results
- Keep it scannable with clear sections and minimal text
- End with a primary call to action
Example Framework: “We help [your ideal customer] achieve [desired outcome] through [your approach], without [common pain point].”
About Page
Primary Purpose: Build trust and human connection, not just share your company history.
Content Tips:
- Share your origin story framed around why you c
