Writing about your own business can be one of the most difficult parts of marketing your business. Here are some tips which might help:
Home Page – Write one paragraph which briefly and clearly explains what your business does. I find it helps to says what problem your business solves, as this is more unique that just listing your product or services.
About – Write your story, this could be your own personal career journey or the story of your business history, but this is the place to include some personal information that resonates with your customers. If you are a larger business you may wish to include a bio and picture of your team members.
Product or Services – Start by writing a list of your products or services. Try to slim it down, so if possible several items are covered in one section. For example I talk about Print Design, but I don’t have a separate page for business cards, leaflets, brochures etc. If you have a lot of products or services the divide them up into categories. For each product or service start with a sentence about the problem it solves, then you can go into more details. Use internal links so people can see examples
Portfolio or Case Studies – if you have products the images of the product will go in the above mentioned section, but if you are a service business you will need to show the work you have done. This can be difficult if the work is sensitive in nature, but you will find there is always something you can say. Include images where you can. Write a BRIEF description which could include a description of the client, what the aim of the project was and what you did
Reviews or Testimonials – ask your clients for these, you could request them by email, on Facebook, LinkedIn, Trip Advisor, Yell – or any combination of these
News/Blog/FAQs – you may wish to include one or all of these sections, but any of them are useful for keeping your website regularly updated. Try and think of subjects which will be interesting or helpful to your customers. Inspiration often comes from questions you are asked or conversations you have.
Contact – always have a page with your basic contact details, you don’t have to include your address if it isn’t relevant, but is does help people to feel confident that your business is genuine. Just having a mobile number and email can feel a bit ‘fly-by-night’
One final point – if SEO is important to your business, you need to know what your keywords are (really know, don’t just guess) before you start writing and include them in your content.