Your website is often the first impression potential customers have of your business. But is it working as hard as it could to build trust, answer questions, and convert visitors into customers? Many small business websites lack the essential content needed to engage and guide their audience. If you’re unsure whether your site is doing its job, don’t worry—here are five must-have content ideas every small business should include on their website to attract and retain customers. (And if you don’t have the time or know-how to tackle these updates, that’s where we come in.)
1. An Authentic and Engaging About Page
Your About Page is one of the most foundational elements of your website. It tells potential customers who you are, what you stand for, and what makes your business unique. For small businesses, especially local ones, this page can make all the difference. Customers love supporting businesses they feel connected to, and your About Page gives them the chance to see the people and passion behind your work.
Whether you’re a family-owned feed store, a nonprofit civic organization, or a local plumber, this page helps visitors understand your values and why you’re the right choice for their needs. A well-written About Page can also differentiate your business from competitors and make you more memorable to potential customers.
How We Help: We’ll craft a compelling About Page that highlights your mission, values, and unique story, helping you stand out in your local community.
2. A Detailed and Impactful Services Page
Your services page is the cornerstone of your website. It should clearly outline what you offer and who you serve. For example, if you’re a tree service company, include a list of specific services like trimming, removal, and stump grinding, along with descriptions of the benefits for your customers. Similarly, a generator service provider might showcase installation, maintenance, and repair options tailored to residential and commercial clients.
How We Help: We’ll create a professional services page tailored to your business, showcasing your expertise and encouraging visitors to take the next step.
3. Customer Testimonials and Case Studies
Potential customers want proof that you deliver on your promises. Including testimonials or case studies provides social proof and builds trust. For example, a local retail store might highlight a satisfied customer’s story about their exceptional shopping experience, while a drone service could feature a case study on how they helped a construction company streamline inspections.
How We Help: We’ll help you gather and present testimonials or create case studies that highlight your strengths and resonate with your audience.
4. An Engaging Blog with Relevant Topics
A blog isn’t just for big companies—it’s a powerful tool for driving traffic to your website and establishing your authority. Topics like “Tips for Preparing Your Home for Sale” for real estate agents, “Seasonal Landscaping Ideas” for landscapers, or “How to Choose the Right Pest Control Solution” for exterminators can attract local customers searching for these answers.
How We Help: We’ll develop and write blog posts tailored to your industry, keeping your website active and relevant.
5. A Simple and Easy-to-Find Contact Page
Don’t make customers hunt for how to reach you. Your contact page should include multiple ways to connect, such as a form, phone number, email address, and physical location (if applicable). Including a map for local businesses like restaurants or shops is a bonus. For service providers like elevator repair technicians or HVAC companies, clear emergency contact options are critical.
How We Help: We’ll design a user-friendly contact page that makes it easy for potential customers to get in touch.
Additional Must-Haves for Small Business Websites
Beyond these foundational elements, there are a few more pages that can elevate your website’s impact:
- Portfolio or Gallery Page: Showcase your work visually—great for photographers, painters, and construction companies.
- Online Booking or Scheduling: Perfect for service-based businesses like plumbers, job placement offices, or veterinarians.
- Special Offers or Promotions Page: Attract new customers with discounts, loyalty programs, or seasonal offers—ideal for gyms, restaurants, or retail stores.
- Lead Magnet or Newsletter Signup: Capture visitor information with free resources or updates. This works well for weight loss clinics, real estate agents, and healthcare providers.
- Privacy Policy and Terms of Use: Essential for businesses collecting customer data, such as banks or storage facilities.
The Next Step to Growing Your Business Starts Here: Your website has the potential to be a 24/7 salesperson for your business, but it needs the right content to do its job. If your site is missing any of these elements, or if it’s time for a refresh, we’re here to help. Fill out our intake form today, and let’s talk about how we can create a website that works as hard as you do.
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