Website Content Creation for Small Business Owners - A Complete Guide

Creating website content for your small business can feel overwhelming when you’re not a professional writer or marketer. Yet, the content on your business website is crucial for attracting potential customers to your website, building trust, and helping grow your business. This comprehensive guide breaks down the content creation process into manageable steps specifically designed for small business owners and entrepreneurs who need to create valuable content without technical complexity or marketing jargon. By following these practical strategies, you’ll create content that resonates with your audience, supports your business goals, and drives meaningful results for your small business.

Table of Contents show

Why Is Website Content So Important for Small Business Success?

The content on your small business website does much more than fill empty space. Effective website content serves as the foundation of your online presence and directly impacts your business growth in multiple ways:

Attracts potential customers to your website through search engines when they’re looking for solutions you provide
Builds credibility and trust by demonstrating your expertise and understanding of customer problems
Converts visitors into leads and customers by answering questions and addressing concerns
Differentiates your business from competitors who might offer similar products or services
Supports your sales process by educating prospects before they contact you
Establishes your brand voice and creates consistent messaging across all customer touchpoints

Many small business owners make the critical mistake of treating website content as an afterthought. They focus heavily on design and functionality but end up with generic content that fails to effectively communicate their value proposition or connect with their ideal customers.

Content marketing generates three times as many leads as traditional outbound marketing while costing 62% less, making it one of the most cost-effective marketing strategies for small businesses. With the right content strategy, even small businesses with limited resources can compete effectively against larger competitors and grow your business through well-planned content marketing efforts.

What Different Types of Content Should Small Business Websites Include?

Different types of content serve different purposes on your small business website. Understanding these content formats helps you create a comprehensive website that meets various customer needs and ensures that your website delivers value:

Core Website Content

Every small business website needs these essential content elements:

Homepage content that quickly communicates your value proposition, who you serve, and what makes you different
About page content that tells your brand story, shares your values, and builds connection with potential customers
Service/product page content that clearly describes your offerings, their benefits, and why customers should choose them
Contact page content that makes it easy for prospects to reach you and sets expectations for response times

Educational Content

Educational content helps establish your expertise and answer customer questions while providing valuable content that addresses your audience’s needs:

Blog posts that address common customer questions and industry topics
How-to guides that provide step-by-step instructions for solving specific problems
FAQs that address common questions and objections
Case studies that showcase real results and success stories
Video content that demonstrates products or explains complex concepts visually
Whitepapers or ebooks that dive deeper into specialized topics
Interactive content like assessments or calculators that engage visitors

Conversion-Focused Content

This content is specifically designed to turn visitors into leads or customers:

Landing pages focused on specific offerings or promotions
Product or service comparison content that helps customers make decisions
Testimonials and reviews that provide social proof of your value
Pricing information presented in a clear, easy-to-understand format

The best content strategy for small businesses typically includes a mix of these content types, tailored to your specific audience needs and business goals.

How Do You Identify Who You’re Creating Content For?

Before writing a single word of website content, you need to know exactly who you’re trying to reach. Effective content speaks directly to the needs, challenges, and desires of your ideal customers. Here’s how to identify your target audience:

Creating Simple Customer Personas

Customer personas don’t have to be complex marketing exercises. For small business content creation, start by answering these fundamental questions:

Who are your ideal customers? (Consider demographics like age, location, profession, income level)
What specific problems do they have that your business solves?
What questions do they typically ask before buying from you?
What misconceptions might they have about your product or service?
What content formats do they prefer consuming? (Articles, videos, podcasts, etc.)
Where do they typically look for information related to your industry?

For example, if you run a local accounting firm focused on small businesses, your target audience might be small business owners who are:

Stressed about tax compliance and financial management
Unsure about which deductions they qualify for
Worried about making financial mistakes that could hurt their business
Confused about when to handle finances themselves versus hiring professional help
Typically searching online for “small business tax tips” and similar terms

Gathering Customer Insights

The best way to understand what content your audience needs is to get information directly from them:

Talk to your existing customers. Ask what questions they had before working with you and what information would have been helpful on your website.
Review customer support inquiries. Look for patterns in the questions customers and prospects frequently ask.
Check industry forums and social media groups. See what topics and questions come up regularly in conversations related to your industry.
Analyze competitors’ content. Identify gaps in their content that you could fill with your expertise.

This research will give you valuable insights into the topics that matter most to your target audience, helping you create content that directly addresses their needs and concerns.

What Should You Include in Your Essential Website Pages?

Every small business website needs certain core pages with well-crafted content. Here’s what to include on each essential page:

Homepage Content

Your homepage is typically the most visited page on your website and often creates the first impression of your business. Effective homepage content should:

Immediately communicate what your business does in clear, jargon-free language
Highlight who you serve and the primary problems you solve
Include a compelling unique selling proposition that differentiates you from competitors
Feature a prominent, clear call-to-action that guides visitors toward the next step
Include social proof elements like testimonials, client logos, or trust indicators
Avoid industry jargon and focus instead on benefits to the customer

Keep your homepage content focused on the visitor’s needs rather than just talking about your company’s history or technical capabilities. The best homepage content answers the visitor’s primary question: “What’s in it for me?”

About Page Content

Your About page isn’t just your company history—it’s an opportunity to build connection and trust. Effective About page content includes:

Your business story (focusing on why you started, not just when)
Your mission, values, and approach to serving customers
Brief team introductions that highlight expertise and personality (if relevant)
Proof of expertise or credibility (certifications, experience, awards, etc.)
The problems you solve and who you best serve
What makes your approach different from others in your industry

The most compelling About pages frame your business story in terms of the customer’s journey and needs, positioning your business as the guide that helps them solve their problems.

Services/Products Page Content

For each service or product category, create content that:

Clearly describes what you offer in terms customers understand
Emphasizes benefits (what customers get) rather than just features (what it is)
Addresses common questions, objections, or concerns
Includes pricing information (or explains your pricing approach)
Features customer testimonials specific to that service or product
Includes a clear, relevant call to action

Organize this content in a way that makes it easy for visitors to quickly understand your offerings and find what’s most relevant to their needs.

Contact Page Content

Make it easy for people to reach you with contact page content that:

Provides multiple contact options (phone, email, form, etc.)
Sets clear expectations for response time
Includes your physical address and business hours (if relevant)
Features a simple contact form that asks only for essential information
Addresses FAQs that might eliminate unnecessary inquiries
Includes a map or directions if you have a physical location

A well-designed contact page removes barriers to communication and helps potential customers take the next step in working with you.

How Can You Create Content That Answers Customer Questions?

Beyond your core pages, creating helpful resource content is one of the best ways to attract visitors to your business website and establish your expertise. This content typically lives in a blog or resources section. Here’s how to develop a content strategy that addresses customer questions:

Identifying Content Topics That Matter

To identify what topics to write about for your small business:

List common questions you hear from customers Create a simple spreadsheet with questions customers ask before, during, and after working with you. Group these questions by themes or categories.
Research what people are searching for online Use free tools like Google’s autocomplete feature, AnswerThePublic.com, or Google Keyword Planner to find related questions and search terms with decent volume.
Check what competitors are writing about Look at competitors’ blogs to identify topics they might be missing or areas where you could provide better, more detailed information.
Prioritize based on relevance and business impact Focus first on questions that directly relate to your services or products and have the potential to convert readers into customers.

For example, if you run a home renovation business, potential topics might include:

“How much does a kitchen renovation typically cost in [your location]?”
“What’s the best order to renovate multiple rooms in a house?”
“How to prepare your home for a renovation project”
“5 most common kitchen renovation mistakes and how to avoid them”
“Should you live in your home during a major renovation?”

Creating a Content Calendar

Once you’ve identified potential topics, create a simple content calendar that helps you plan your content effectively:

Schedules content creation and publication on a regular basis
Balances different types of content and topics across all content categories
Accounts for seasonal trends or business cycles
Allows for timely content related to industry news or events
Sets realistic content goals based on your available time and resources
Helps track when to create new content versus updating existing content
Coordinates content across all marketing channels including email marketing

Using a content calendar is essential for small businesses to maintain consistency with their content marketing efforts. For most small businesses, publishing new content 1-2 times per month is a sustainable pace that can still deliver significant results over time while allowing you to focus on quality rather than quantity.

What Makes Website Content Effective and Engaging?

Creating effective content isn’t just about what you say—it’s also about how you say it. Here are key elements that make website content both effective and engaging for small business audiences:

Writing Content That Connects and Converts

For any piece of content, follow this proven structure:

Start with the problem or question Immediately show readers you understand their situation to capture their interest.
Provide a clear, straightforward answer Don’t bury the main point several paragraphs down—lead with valuable information.
Expand with details, examples, or steps Add the supporting information, real-world examples, and actionable steps that help readers implement or understand the answer.
Include a relevant next step Give readers a natural action to take if they want more help, using a clear call-to-action.

Writing Tips for Non-Writers

Many small business owners struggle with content creation because they don’t consider themselves writers. These practical tips can help:

Write like you talk Imagine explaining the topic to a client in person. Record yourself explaining it if that helps, then transcribe and refine it.
Use short sentences and paragraphs Break up your text to make it easy to scan. Online readers rarely read every word, so make your content skimmable.
Include subheadings, bullet points, and numbered lists These structural elements break up your content, making it more digestible and easier to navigate.
Focus on benefits, not features Don’t just describe what you do; explain how it makes customers’ lives better or solves specific problems.
Use specific examples and case studies Generic advice is forgettable. Real examples and stories make concepts concrete and memorable.
Include analogies and metaphors These can help explain complex concepts by relating them to something the reader already understands.

Content Length and Depth

There’s no perfect length for website content, but as a general guide:

Core pages (Home, About, Services): 300-800 words is typically sufficient
Blog posts/resources: 800-1,500 words for most topics (enough to be comprehensive but not overwhelming)
In-depth guides: 1,500+ words for complex topics that need detailed explanation

Quality always trumps quantity. It’s better to create fewer pieces of high-quality content than many pieces of thin, unhelpful content that won’t engage readers or perform well in search results.

How Do You Optimize Your Content for Search Engines?

You don’t need to be an SEO expert to make your content search-friendly. For small businesses, focusing on these fundamental SEO practices can significantly improve your content’s visibility:

Keyword Research for Small Businesses

Start with basic keyword research to understand what terms your potential customers are searching for:

Make a list of topics relevant to your business What services, products, and solutions do you offer?
Expand each topic with potential search terms How might customers search for these topics? What questions might they ask?
Use free keyword research tools Google Keyword Planner, Ubersuggest, or Keywords Everywhere can help identify search volume and related terms.
Focus on long-tail keywords These more specific phrases (like “affordable family photographer in Austin” rather than just “photographer”) typically have less competition and more targeted intent.

Using Keywords Effectively in Your Content

Include relevant keywords naturally throughout your content:

Page titles and H1 headings: Include your primary keyword
Subheadings (H2, H3): Use related keywords and variations
First paragraph: Mention your primary keyword early in the content
Throughout the text: Use keywords and variations naturally
Image alt text: Describe images with relevant keywords where appropriate
Meta descriptions: Include keywords in these summaries of your page content

But remember: write for humans first. Awkwardly stuffing keywords into your content will turn off visitors and can actually hurt your search rankings.

Making Your Content Readable and Accessible

Search engines prefer content that’s accessible to all users:

Use descriptive headings and subheadings in a logical hierarchy
Break up text with bullet points and numbered lists
Keep paragraphs short (2-3 sentences maximum)
Use simple, clear language appropriate for your audience
Include internal links to other relevant content on your site
Make sure your content is mobile-friendly and loads quickly
Use descriptive anchor text for links rather than generic phrases like “click here”

Local SEO for Small Businesses

If you serve a specific geographic area, optimize your content for local search:

Include your city/region in page titles, headings, and content where natural
Create location-specific pages if you serve multiple areas
Ensure your business name, address, and phone number are consistent across your website
Include local landmarks, neighborhoods, or regions in your content where relevant

How Can You Use Visuals to Enhance Your Website Content?

Text alone can be boring. Adding visual elements makes your content more engaging and easier to understand:

Types of Visuals for Small Business Websites

Consider including these types of visual content to enhance your website:

High-quality photos of your products, team, workspace, or completed projects
Infographics that summarize complex information or processes visually
Videos that demonstrate products, explain services, or share testimonials
Charts and graphs that make data and comparisons easier to understand
Icons and illustrations that draw attention to key points or features
Screenshots that show software, processes, or results

Different types of content call for different visual approaches. Product pages benefit from multiple high-quality product images, while process-based content might be better supported by flowcharts or step-by-step visual guides.

Creating and Sourcing Visuals

You have several options for adding visuals to your small business website:

Take your own photos (especially of your team, products, or completed work)
Use stock photo sites (many offer free options like Unsplash, Pexels, or Pixabay)
Create simple graphics using tools like Canva, Visme, or Adobe Express
Record videos using your smartphone or simple video creation tools
Hire a freelancer for more complex visuals through platforms like Fiverr or Upwork

Even with limited resources, small businesses can create effective visual content by starting simple and focusing on quality over quantity.

Optimizing Images for Website Performance

Images can significantly slow down your website if they’re not properly optimized:

Resize images to the dimensions they’ll be displayed at (don’t upload 4000px images for 400px spaces)
Compress images to reduce file size without sacrificing quality (tools like TinyPNG make this easy)
Add descriptive alt text for accessibility and SEO
Use modern image formats like WebP when possible
Implement lazy loading so images only load when they come into view

A fast-loading website improves user experience and search rankings, so optimizing your visual content is important for both visitors and SEO.

How Should You Plan Your Content Creation Process?

Creating content consistently requires a systematic approach, especially for busy small business owners. Here’s how to establish an efficient content production process that ensures you’re consistently producing high-quality content:

Establishing a Content Creation Workflow

Plan: Research topics, outline content, and determine what visuals you’ll need
Create: Write the first draft, focusing on getting ideas down rather than perfection
Review: Edit for clarity, accuracy, and alignment with your goals
Design: Add visuals, format the content, and optimize for readability
Publish: Post to your website with proper metadata and categorization
Promote: Share your content through email marketing and social channels, or share snippets of your content to drive traffic
Analyze: Track the performance of your content and gather insights for future content planning

Documenting this content production process helps ensure consistency across all content and makes it easier to delegate parts of the workflow if needed. For a beginner just starting out, focusing on creating and publishing a few high-quality pieces is better than trying to produce large volumes of content.

Tools to Streamline Content Creation

Several affordable tools can help small businesses create better content more efficiently:

Content planning tools: Trello, Asana, or simple spreadsheets
Writing and editing tools: Grammarly, Hemingway Editor
SEO tools: Yoast SEO (WordPress plugin), Ubersuggest, Google Search Console
Design tools: Canva, Adobe Express
Content management systems: WordPress, Wix, Squarespace
Analytics tools: Google Analytics, Hotjar

The right tool like a good content management system can significantly reduce the technical complexity of creating and publishing website content.

Outsourcing Content Creation

If you don’t have the time or skills to create content yourself, consider these outsourcing options to help build content for your business:

Freelance writers from platforms like Upwork or Fiverr who specialize in creating website content
Content marketing agencies that specialize in your industry and can build a content strategy
Virtual assistants who can help with research and basic content tasks
Content creators including videographers or graphic designers for multimedia content
Use AI for content creation assistance to generate initial drafts (though human editing is still essential to ensure the content that’s produced aligns with your brand)

When outsourcing, provide clear guidelines about your audience, brand voice, and content goals to ensure the content aligns with your business. Be specific about the actual content you want your content creators to produce, and how you want your content to help small businesses to help establish clear expectations.

How Do You Keep Your Website Content Updated and Relevant?

Creating content isn’t a one-time task. To keep your website effective and valuable to both visitors and search engines:

Regular Content Audits

Conduct a content audit at least annually to assess and improve your website’s content:

Identify outdated information that needs updating
Find underperforming content that could be improved or consolidated
Discover content gaps that should be filled
Assess each content piece for quality and relevance
Ensure consistency in messaging and branding across all content
Evaluate user-generated content if you have comments or reviews
Check that your content goals align with your business objectives

Use a simple spreadsheet to track each page on your site, noting its purpose, performance metrics from your analytics tools, and any actions needed to improve the content. A thorough content audit helps ensure that your website remains valuable to visitors and effective for your business.

Updating Existing Content

Rather than always creating new content, update and improve your existing content:

Refresh statistics, examples, and references
Add new insights or information based on industry changes
Improve SEO optimization based on current best practices
Enhance formatting and visuals for better engagement
Expand thin content into more comprehensive resources

Search engines often favor regularly updated content, and keeping information current builds trust with your audience.

Monitoring Content Performance

Use analytics tools to understand how your content is performing:

Which pages get the most traffic?
Where do visitors spend the most time?
Which content generates inquiries or leads?
What search terms are bringing visitors to your site?
Where are visitors dropping off or exiting your site?

These insights help you make data-driven decisions about what content to create or update next.

Creating Evergreen vs. Timely Content

Balance your content strategy between:

Evergreen content that remains relevant for years with minimal updates
Timely content that addresses current trends, news, or seasonal topics

Evergreen content provides long-term value and continued traffic, while timely content can drive short-term engagement and demonstrate your industry awareness.

What Common Website Content Mistakes Should Small Businesses Avoid?

Even with the best intentions, many small business websites make these content errors:

Content That Focuses Too Much on the Company

The most common mistake is creating self-centered content that talks primarily about your company rather than addressing customer needs. Remember that your customers care about their problems more than your company history or technical capabilities.

Fix: For every piece of content, ask “What’s in it for the reader?” and ensure you’re addressing their needs, questions, or challenges.

Using Industry Jargon Without Explanation

Technical terms that are obvious to you might be confusing to potential customers. Excessive industry jargon creates barriers to understanding and can drive away potential customers.

Fix: Explain concepts simply, provide definitions for necessary industry terms, and write at a reading level appropriate for your audience (typically 7th-9th grade level for general audiences).

Inconsistent Brand Voice and Messaging

When different pages of your website have dramatically different tones, styles, or messaging, it creates a disjointed experience that can confuse visitors and weaken your brand.

Fix: Create a simple brand voice guide that defines how your business communicates, including tone, vocabulary, and messaging principles.

Neglecting Calls to Action

Many small business websites provide information but fail to guide visitors toward a logical next step, whether that’s contacting you, downloading a resource, or reading related content.

Fix: Every page should have at least one clear call to action that directs visitors toward the next step in their journey with your business.

Creating Generic, Undifferentiated Content

Content that could appear on any competitor’s website doesn’t help your business stand out or demonstrate your unique value.

Fix: Incorporate your specific expertise, approach, or perspective into your content to showcase what makes your business different.

Forgetting About Website Security

Great content deserves strong protection. Neglecting website security puts your content investment and customer trust at risk.

Fix: Ensure your WordPress website is secure by keeping software updated, using strong passwords, and implementing security best practices or working with a managed WordPress hosting provider.

Key Takeaways: Website Content Creation for Small Business Success

To summarize the essential points about creating effective website content for your small business:

Know your audience before creating content—understand their problems, questions, and needs
Focus on solving customer problems rather than talking about your company
Create comprehensive core pages (Home, About, Services, Contact) that clearly communicate your value
Develop helpful resources that answer common customer questions and provide valuable content
Write in clear, jargon-free language that’s accessible to your target audience without technical jargon
Structure content for readability with subheadings, bullet points, and short paragraphs
Include relevant keywords naturally throughout your content for better search visibility
Enhance content with quality visuals and video content that are properly optimized for web performance
Establish a sustainable content production process with tools that streamline creation
Regularly update existing content to keep it accurate and relevant for your audience
Include clear calls to action on every page to guide visitors toward the next step
Monitor content performance and use data to inform your content strategy
Build a content calendar to plan and organize your content marketing efforts
Distribute your content effectively through multiple channels to maximize its reach
Ensure that your website is secure to protect your content investment and maintain visitor trust

Get Professional Help with Your Website Content and Management

Creating effective website content takes time, expertise, and consistent effort—resources many small business owners struggle to find amid their other responsibilities. If you’re feeling overwhelmed by managing both your content and the technical aspects of your website, Jetumo can help.

Our managed WordPress hosting includes not just technical support but also guidance on optimizing your website content for better performance and business results. We handle the website essentials—including security, updates, and performance optimization—so you can focus on running your business and creating content that connects with your audience and helps grow your business.

Want your content to perform better? Need help ensuring your content is secure and technically sound? Jetumo provides the perfect balance of technical expertise and content guidance for small business owners who need to create content without getting bogged down in website management.

Learn more about how Jetumo can help with your business website →