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Marketing your business online: Writing good content

Fresh content is key to marketing your website effectively. You can offer lots of really interesting information about your industry or products to build trust and attract new visitors.

Most modern websites are built using a content management system such as WordPress or Expression Engine. These systems have a control panel where you can log in to add, remove and change your content. If you don’t have a control panel, your web designer will be able to add updates for you.

Images, Spelling and Grammar

We can’t stress enough the need for high quality images and good spelling and grammar when updating your site. If your computer doesn’t check spelling for you, you can use a site like http://www.spellcheck.co.uk/ Poor quality updates will make a terrible impression on your customers or clients.

How much to write?

You will need to write around 250 words per article or it may be ignored by search engines as ‘thin content’. Adding headings to a large block of text allows people to ‘scan’ the text and pick out they key points.

Write naturally

Try to avoid copywriting cliches such as ‘here at Acme Widgets inc, we believe’, long winded histories and ‘we can tailor bespoke packages to suit your needs’ etc. Phrases like those are used so often across the internet they have become meaningless. Be bold and show your personality in your website content!

It may be tempting to stuff your content with keywords to try and get better rankings. While some keywords are a good thing, they should be added in moderation so the copy still reads well to people.

Focus on the benefits to the customer

Tell people the key benefits of your product or service straight away: What’s in it for the potential customer or client? Be direct and use a ‘call to action’ at the end of the article to encourage an enquiry or purchase. Examples are links to product pages or a sentence containing your contact details.


In summary we recommend regular 250+ word website updates of direct, fresh content with good spelling and grammar that avoids business speak cliches and focuses on the benefits of your products or services.

Feel free to drop us a line if you need any help updating your site on 01636 812551 or info@fcswebsites.co.uk

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