How to Write Copy for your Small Business Website

Monday 15 June 2020 has been a long-awaited date for those businesses deemed ‘non-essential’ by the government but can now open with appropriate social distancing put in place. Covid-19 has changed the way we do business. Therefore, small businesses cannot get away from the fact that they need to set up and develop an online process even if their bricks and mortar business can now re-open.

So, you have decided to build and/or commission a small business website but the thought of writing your own copy brings you out in a cold sweat. Don’t worry! Take a deep breath and follow @3csdigital simple COPY guidelines below:


  • Customer Journey – Think about how your ideal customer will navigate your website. Help them flow through your business story from beginning to end. Key web pages are Home; About; Products/Services; FAQs and Contact. On each page have a ‘Call to Action’ (CTA) a goal on what you want your ideal customer to do next e.g. Book a call, Sign Up, Buy now.


  • Optimise - the layout of the web page. Do basic on page google SEO. Every web page needs to have a unique page title, photo and images (saved with descriptive filenames) can say thousand words and draw people in thus saving you time and space.  However, make sure they are relevant to the page content. Also, include a minimum of three keywords on every page but don’t overdo it. Google will read this as keyword stuffing and will penalise and/or delist your website from google rankings.


  • Plan -   what you are going to write. Evaluate the copy and content of 3 websites in your industry and one outside. What do you like? What do they talk about? What is the tone and manner ? What keywords do they use? Write for your audience and what they want to hear in a tone and manner that is human and user friendly. Don’t write copy for google search engines. Think natural quality copy and content Aim to write between 500 to 1000 words per page (2,000 max) and have white space between paragraphs, photos, images and videos so that people can skim read.


  • You – your website reflects you, your products, services, business and brand. So, remember to put you and your ideal customer at the heart of your copy. Especially the ABOUT page. Which is your business bio. It is the key page of a website because people buy into you first, before they buy from you.

Want to know more?

If you are about to start or are currently in the process of building and designing your website and could do with an expert pair of eyes to sense check your content and copy from a user perspective find out how @3csdigital could help you here


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3Cs Digital is a web marketing service dedicated to helping women in business set up and develop their online presence. Through coaching or consultancy services in web design, copywriting, content marketing and social media management,  3Cs Digital equips women in business with the digital knowledge and skills to: create, design websites, find their brand voice and curate social media posts to attract their ideal customers to their small business website.