Content Strategy for Small Business Websites

At its heart, a content strategy for a small business is an unpretentious plan that lays out what you are going to publish, for whom and why. Make a list of the ten questions your customers put to you most often and put together an article for each that is both clear and of use to them. Put these around pillar pages on your main topics and be consistent with your publishing. It is this steady stream of good material that will see you earn search traffic in the long run.

Too many small business sites make do with a few pages at launch and then go quiet. Lacking anything fresh or relevant, they are left to stagnate in the search results while those competitors who have put some effort into their content move ahead.

What Is Content Strategy?

Put simply it is a plan. It makes sure that whatever you put out there has a job to do, be it to bring in new eyes, field common questions or nudge a prospect to make an enquiry.

Know Your Audience

You need to know who you are writing for before you put pen to paper. What are the problems your ideal customer is looking to solve? What turns up in Google for them? Have a word with your current clients, look at the analytics and do some keyword research so you can let their needs be the guide.

Pillar Content and Supporting Articles

Your core topics should be covered by comprehensive pillar pages, with shorter, more pointed articles linking back to them. Search engines will appreciate the structure as a sign of expertise, and it gives visitors a sensible way to navigate.

Consistency Over Volume

There is no point in churning out ten substandard posts and then disappearing for half a year. One solid piece a month is better served. A schedule you can keep to tells readers and the search algorithms alike that your site is an active authority.

Types of Content That Work

Small businesses do well with how-to guides, case studies and industry insights. They show you know your stuff and build trust without being too promotional. Be helpful and the rest will take care of itself.

Measuring Success

Have a look at your Google Analytics for page views and bounce rates, or check the Search Console to see what queries are sending people to your work. If something is driving conversions, do more of it, if not, refine it.

Getting Started

It does not require a team or a large budget. Write a helpful answer to those top ten customer questions and you have a good basis for organic growth to last you months. And to ensure it is all found easily, we have a guide on writing meta descriptions that get clicks.

Need help building a content-driven website? See our project packages, every build includes SEO-optimised foundations. Or get in touch to discuss your goals.