Why website copy is important for small businesses

In the modern world, technology has transformed how businesses operate. And while many amazing things have come out of that, it’s making it harder and harder to make your  business stand out from the crowd. One Google search of ‘vintage clothes seller’, ‘second-hand camera equipment’ or ‘local construction company’ can bring back tens of thousands of results, so how can you make sure your business is getting in front of people? 

One short word: content. What content or copy you put on your website determines whether 100 people see it or 100,000 people see it. 

And if we strip it right back, the main reason content matters so much for a small business is SEO. Because content is what helps search engines understand what your business is about, who it helps, and why it’s relevant to someone’s search. Without that content, Google (or any other search engine)  has nothing to work with, and your website is basically invisible.

What is SEO?

SEO stands for Search Engine Optimisation. It’s the process of optimising websites and online content to improve their visibility in search engine results pages (SERPs), primarily on platforms like Google, Bing, or Yahoo.

Why is SEO important?

SEO is important because without it, no one would find your website unless they were specifically looking for it (and sometimes even when they are!). SEO makes your website visible when someone is searching for something. Let’s take a look at an example.

Imagine you are a small construction company in the local area of Brighton and Hove. You want people to be able to Google ‘construction company near me’ and find your company. But without good search engine optimised content, your website won’t come up. So unless it’s someone who already knows your company exists, they’ll never hear about you! 

What are the different types of SEO content and copy for small businesses?

There are different kinds of SEO content that you can implement on your website to make it visible when people search for businesses like yours. 

Website copy

This is the core text on your website, your homepage, your service pages, your about page, and so on. It should clearly explain who you are, what you do, and where you do it. And yes, it should include keywords your customers are likely to type into Google (think: “Brighton builder” or “home extensions Hove”). 

Keywords are the words or phrases that people use when they’re using a search engine. You want to naturally include a number of keywords or phrases in your text that your customers would use to find your business. But be mindful of using too many — Google will penalise you if your text doesn’t feel human. 

Landing pages

These are focused pages created for a specific service, location, or campaign. For example, a page dedicated to “Kitchen Renovations in Brighton” can help you show up when someone’s searching for exactly that. They're great for targeting specific searches and converting visitors into leads. They can also work well if you’re targeting a large area so you can still target more local keywords too. 

For example, you might cover the whole East Sussex area but you want to come up in a search for “Brighton builders”, you can still do this by having a landing page that targets that keyword. 

Blogs and long form content 

These are perfect for answering your audience’s questions, showing your expertise, and keeping your site fresh. A post like “5 Things to Know Before Building an Extension in Brighton” can attract people who are actively researching and need exactly the service you offer. And keeps your business continually coming up in search results. It also shows search engines that your website is up-to-date, and therefore the engine may favour your website over the competition. 

Social media 

While social media posts themselves don’t directly boost SEO rankings, they do help get more eyes on your content. Sharing your blogs or pages on platforms like Facebook or LinkedIn can drive traffic back to your site which search engines pay attention to. Plus, social signals can support your overall visibility.

What type of content should you be producing as a small business?

Other than well thought out website copy you should be producing content that fleshes out your business and your brand story. Remember people want to buy from people. 

That means you should be producing content that’s useful, relevant, and actually answers the questions your potential customers are asking.

Here’s what that might look like:

1. Educational blog posts – Think “how-to” guides, tips, or answers to common questions your customers have. This positions you as the expert and helps people find you when they’re searching for help.

2. Service-specific pages – Clear, keyword-rich pages that explain exactly what you do, for whom, and where. (e.g. “Loft Conversions in Hove”)

3. Case studies or project showcases – Real-life examples of your work build credibility and show what kind of results people can expect from you.

4. FAQs – A simple but powerful way to target common search queries and reassure visitors who may be unsure.

5. Testimonials and reviews – These might not seem like SEO content, but they help build trust and can also include naturally relevant keywords.

Remember: well optimised, quality content is always going to resonate better with your audience than content you’ve churned out just for the sake of it! 

How to turn content into customers 

It’s one thing to get people to your website but how do you turn that traffic into paying customers? This is where your content needs to do a little more heavy lifting.

Here our top tips on taking your content to the next level: 

1. Have a clear call to action ( in the business they call it a CTA) – Don’t leave people guessing what to do next. Whether it’s “Request a Quote,” “Call Now,” or “Book a Free Consultation,” every page should guide your visitor toward taking the next step.

2. Speak your audience's language – Use content that shows you understand your customer’s problems and can solve them. This builds trust and connection.

3. Make it easy to get in touch – Phone numbers, contact forms, and email addresses should be obvious and easy to use on any device.

4. Show proof – Add photos of your work, client testimonials, and clear descriptions of your process. The more you can show you're credible and reliable, the more likely someone is to choose you.

5. Keep content updated – Fresh content shows you’re active, reliable, and still in business. As we've said before, Google also favours sites that stay current.

Content doesn’t have to be salesy to sell, it just needs to be helpful, relevant, and make it easy for people to say “Yes, this is the business I’ve been looking for.”

Want to know more on how to produce content that sells, reach out to us for a quick chat.