How To Write Excellent Content

The internet is bursting at the seams with websites designed for every conceivable consumer and market, so how can you make your website stand out from the crowd?

To answer that question you need to plan ahead and get the basics bang on point.  The biggest failing for many websites is down to poor planning and drab content.  How successful your website is depends largely on what you put into it.  The design and layout of your website is only one aspect of the project; what you write about you and your company is equally as important.

This guide aims to give you the basics and give you the best head start so you can hopefully get online with a website that pulls in consumers looking for what you offer.

Marketing Basics – Get them right before you write!

Marketers spend time getting to know their ‘consumer profile’ or client base so that they can tailor marketing messages to them.  People buy what they need – so if you tune into this basic fact you can start writing copy that generates interest and custom.

Start by answering the following questions:

What do I sell?

  • Is it a tangible product
  • Or intangible service?

Who are my customers?

  • Consumer to consumer
  • Business to consumer
  • Business to business

What is my customer demographic profile?

  • Age
  • Gender (Male / Female etc)
  • Social class / market

Where are my customers?

  • Local community to where I reside
  • UK
  • Europe
  • Global

What do I want from my website?

  • Am I looking for enquiry leads from my site?
  • Am I looking for direct sales from my site?

What information do I want to impart online?

  • Is it straight forward product information?
  • Is it information about a service, that links to case studies, testimonials etc?
  • Is it advisory information ‘rich’ content i.e. user guides, tips, hints etc?
  • Is it content that has a social or ethical message that encourages dialogue?

What site do I need based on the information above?

  • Basic brochure site with enquiry form?
  • Ecommerce site to sell from?
  • Bespoke website as it comprises both elements?

What do I write?

Now you have the basics covered you can start to consider developing great web content.

To improve your Google rankings use no less than 360 words per page as Google de-ranks websites with less than 360 words.

Below you will find a page by page guide for what to write on your website:


Your paragraphs of content should include the following:

• Your business name

• Where you are based

• What areas do you cover?

• What are your products or services?

• What are the benefits of using your company?

• What benefits do your services or products offer?

• What awards you have?

• What memberships you are part of?

• A brief statement of your services

• Why should people choose your services over someone else?

• What makes you unique?

• Do you offer commercial and domestic services?

• Do you have any promotional offers?

• It's not only important to describe what you do, but also why what you do matters. Prospects want to know about the benefits of buying from you because that's what will compel them to stick around and view more on your website

About page

This is an important page to reassure customers about your company and should include the following:

  • What industry sector does your company fit into?
  • What is the company’s background?
  • What qualifications/Membership titles e.g. NICEIC do you have?
  • What areas do you cover and how far can you travel?
  • Explain what makes you unique and why people should use your services instead of others in your area

Services page

The purpose of this page is to convert the website viewer into a sale.

Consider the following:

  • If you just state your services, your site will be no different to other companies who offer similar services or products as you. What you need to do is inform website customers what makes your company different.
  • List your USPs (Unique selling points)
  • Avoid writing skimpy copy in the hopes that your prospects will follow up with a call to get more information. People will not ‘just call’. They’re busy and want to get as many answers as they can from your services page beforehand.  If a prospect doesn’t get the answers they’re looking for on your site, they are not necessarily going to pick up the phone.  They’re more likely to move on to a site that does a better job of providing them with clear, benefit specific content that addresses their needs.
  • State commercial and/or domestic services you offer
  • If you want to include prices – please provide us with your fees (it is good to bear in mind that your competitors may view your prices).
  • If you're a company who has to travel for work, please state how far you are prepared to travel
  • Include the areas you cover, e.g. "We can cover domestic electrical work in Carmarthen, West Wales or Swansea, Neath Port Talbot".
  • State if you sell B2B (Business to business) or B2C (Business to consumer)
  • Provide examples of your work
  • In your services page, always include a call to action; what to do next, where to go, how to contact your company.
  • Always sympathize with your website audience’s needs, that way you are able to provide a solution to their needs.

Reviews or testimonials page

It is best to give recent and real reviews.  On your reviews page, provide relatable proof that your company offers good service.  If you have logos of any B2B work you have testimonials from, we would welcome you to share these with us.  Please ask permission of the person who has provided the testimonial to use it online.

Ready, Set, Go!

Now you’re armed with tips and basic rules on how to develop content for your website.

Be committed, enjoy the process and you will find the copy and content will flow.

Good Luck!