Writing Website Content That Converts: A Guide for Local Businesses

Your website’s content can make the difference between a visitor who leaves and one who becomes a customer. Here’s how to write content that connects with your audience and drives action.

The Basics of Effective Website Content

Know Your Audience

Before writing, understand:

• Who your ideal customers are
• What problems they’re trying to solve
• How they search for businesses like yours
• What questions they typically ask
• What matters most to them

Focus on Benefits

Don’t just list features. Show how you help:

• Save time
• Save money
• Solve problems
• Make life easier
• Achieve goals

Essential Pages Every Local Business Website Needs

Homepage

Your homepage should clearly communicate:

• What you do
• Who you serve
• Why choose you
• How to take action

Key elements:

• Clear headline
• Compelling subheadline
• Primary call-to-action
• Social proof
• Key benefits

About Page

Share your story effectively:

• Business history
• Team introduction
• Values and mission
• Community involvement
• Unique selling points

Services/Products Page

For each service or product:

• Clear description
• Benefits
• Pricing (if applicable)
• Process or timeline
• FAQs
• Call-to-action

Contact Page

Make it easy to reach you:

• Phone number
• Email address
• Physical location
• Business hours
• Contact form
• Map

Writing Tips That Drive Conversions

1. Clear Headlines

• Address customer needs
• Use action words
• Be specific
• Promise value
• Keep it simple

Example: ❌ “Welcome to Our Restaurant” ✅ “Fresh, Homemade Italian Food in Downtown Boston”

2. Scannable Content

Make your content easy to read:

• Short paragraphs
• Bullet points
• Subheadings
• White space
• Important text in bold

3. Local Focus

Include local references:

• Neighborhood names
• Local landmarks
• Community events
• Area-specific services
• Local customer stories

4. Call-to-Action (CTA)

Every page needs a clear next step:

• Book Now
• Call Today
• Get Directions
• View Menu
• Request Quote

“After rewriting our website content to focus on customer benefits and local relevance, our inquiry rate doubled.” - Michael Chen, Chen’s Hardware

Common Content Mistakes to Avoid

1. Too Much Industry Jargon

   • Use simple language
   • Explain technical terms
   • Write like you talk

2. Focusing on Features Only

   • Connect features to benefits
   • Show real-world impact
   • Tell customer success stories

3. No Clear Value Proposition

   • State your unique benefits
   • Differentiate from competitors
   • Address customer pain points

4. Outdated Information

   • Regular content reviews
   • Update prices and offers
   • Remove expired content
   • Add new services/products

Making Updates Easy

Modern website solutions make content updates simple:

• No coding required
• Instant changes
• Built-in content suggestions
• SEO optimization
• Mobile-friendly formatting

Content Checklist

Before publishing, ensure your content:

• Speaks to your target audience
• Includes local keywords
• Has clear calls-to-action
• Is error-free
• Works on mobile devices
• Loads quickly
• Is easy to scan
• Includes contact information

Measuring Content Effectiveness

Track these metrics:

• Time on page
• Bounce rate
• Conversion rate
• Contact form submissions
• Phone calls
• Direction requests
• Page views

Take Action

Great website content doesn’t have to be complicated. Focus on:

• Clear, benefit-focused writing
• Local relevance
• Easy-to-scan format
• Strong calls-to-action
• Regular updates

Need help creating effective website content? Our platform includes content suggestions and easy updates to help you connect with customers. Get started.