When it comes to your website’s content, it’s difficult for business owners to decide exactly what they should be writing about. For some, it’s easier for some to talk about their accomplishments, rather than focus on the customer. For others, it’s easy to ramble on and on without getting to the point; while, for others still, it’s hard to say much at all.
So what should your webpages be about on your business website?
Does your webpage have a purpose?
There are plenty of websites out there that have meaningless page after meaningless page on the website. (If that’s not a surefire way to lose a visitor (read: customer), I don’t know what is.)
A common example may be: you offer services to your customers, so it makes sense to have a “Services” page on the site. Start fleshing out your content and if you find that each individual service warrants its own page, go for it! If you don’t need a page for each section (some of the call outs at the bottom of this page are a good example!), don’t waste your time.
So if you’re just getting started on your website, be sure to ask yourself if each page has a purpose as you create it. If you already have a website, perform your own audit and assess whether each page has meaning and purpose.
Are you focusing on your customer?
Start building better content by focusing on your target customer. If your business website isn’t putting the customer first, then you’re not going to have a successful website, plain and simple.
An easy test for determining whether you’re focusing on your target customer is to count how many times you use “you” (or customer) language versus how many times you use “me” (or your business) language. Depending on the result, you’ll likely either pat yourself on the back or scurry to re-write your pages!
Do you have at least 250 words on the page?
If you have trouble creating enough content, be sure that each page on your website has at least 250 words on the page. That way, you’ll have enough for the search engines to help optimize, and also enough to have a page, period.
The only caveat to this rule – when the rule changes, as it were – is for your homepage. Typically, the homepage is going to have few words, with a focus on phrases or emphasis in order to get visitors to click deeper into your website for more information.
(On the opposite side, your webpage shouldn’t have more than about 750 words (depending on industry), as readers may lose interest in such a high word count.)