Collating Website Content: A Guide for Small Businesses

Attract Customers with an Engaging Online Presence

Creating a website that captures your brand’s essence, engages visitors, and ranks well on search engines is essential for small businesses in today’s digital landscape. In this article, we will explore the key aspects of collating website content, with a focus on brand consistency, site usability, and optimisation. Whether you choose to handle the content creation in-house or hire professionals, the following guidelines will help you streamline the process and ensure a successful online presence.

DIY or Professional Assistance?

Creating a well-thought-out website is crucial for small businesses looking to establish a strong online presence. Whether you decide to tackle it yourself or employ professionals, here are two key points to consider.

• Resources, Time and Expertise

Firstly, consider your resources, time, and expertise. If you have the necessary skills and can dedicate the required time, collating your website content yourself may be a cost-effective option. However, if you lack the technical knowledge or prefer to focus on your core business activities, hiring professionals such as a copywriter, photographer, videographer etc can save you valuable time and ensure a polished result.

• Know Your Target Audience

For your website to successfully deliver your business objectives, it’s essential to know and understand your customers. Put yourself in the shoes of your target audience. Consider what they are seeking when they visit your website. For example, a homepage should introduce your business and convey your unique value proposition. A product/service page should provide detailed information about what you offer. An about us page can share your company’s story and build trust. Tailor each page to fulfil a specific purpose and guide visitors towards their desired actions.


As a small business, you have a deep understanding of your target audience, making it easy for you to create content tailored to their needs. However, if you find it challenging to connect or communicate effectively with your audience despite excelling in your area of expertise, a professional copywriter can be a valuable solution to help bridge that gap.

#designtip – Conduct thorough market research to understand your customers’ demographics, preferences, and pain points. Use this information to create personas that represent your ideal customers and tailor your marketing messages and strategies to engage and connect with them.

SEO: Lay the Foundation

Search Engine Optimisation (SEO) should be a priority from the outset. SEO helps your website rank higher in search engine results, making it more visible to potential customers. Start by identifying relevant keywords and phrases that align with your business and target audience. Conduct keyword research to determine which terms are most valuable for each page. Strategically incorporate these keywords into your content, including titles, headings, and meta descriptions, to improve your website’s visibility in search engine results.


Here are a few tips to get you started:

• Keyword Research

Firstly, do your keyword research. Start by brainstorming the relevant keywords and phrases potential customers might use when searching for your products or services. Google search is a great place to start as it suggests related searches.

• Optimise your Website Content

Make sure your website includes these keywords in strategic places, such as page titles, headings, meta descriptions, and within the body of your content. But remember, don’t overdo it! Google penalises keyword stuffing, so make sure your content reads naturally.

• Forward Planning – Keep it Relevant

When you gather content for your website, it’s perfect for the present. However, what happens in the future? Let’s say 6 months, 12 months, or even 2 years down the line when things have evolved in your industry? Don’t worry! You can ensure your website remains up-to-date and valuable by incorporating informative blog articles filled with industry news and helpful tips. This way, you’ll keep your audience engaged with high-quality content that’s always relevant to their needs. Engaging and shareable content not only attracts visitors but also encourages other websites to link back to yours, boosting your SEO ranking.

• Embrace Backlinks

Lastly, don’t underestimate the power of backlinks. Reach out to other reputable websites in your industry and ask if they would be willing to link to your website. Guest posting on relevant blogs can also help you build backlinks and increase your online visibility.


Incorporating SEO into your website plan takes time and effort, but the benefits are well worth it. By following these tips, you’ll be on your way to improving your website’s visibility and driving more organic traffic to your small business.

#designtip – tools like the free Chrome extension Keywords Everywhere, or paid tools such as Google Keyword Planner or SEMrush, can identify relevant keywords with decent search volume and lower competition. Focus on long-tail keywords that align with your content to maximise organic traffic potential.

Planning Your Website

Crafting an effective website plan is absolutely crucial for establishing a strong online presence. To ensure a seamless user experience, it is important to carefully consider and optimise every aspect of your website.

• Research

While some individuals may have a clear vision of their website’s appearance and structure, others may require a bit more inspiration. If you fall into the latter category, take a look at your competitors’ websites and make a note of the elements they incorporate. Remember, the goal is not to copy but rather to gain insight into what you do and don’t like, helping you determine the content you want on your own website.

• Pages

Once you have a solid vision in mind, create a comprehensive list of the pages that will comprise your website. Take the time to plan out the specific content you want to include on each page. Consider your target audience and what they are searching for. Keep the purpose of each page in mind and determine what you want your visitors to do with a strong Call to Action.

• Usability

Don’t forget about your website’s structure. Create a clear and intuitive navigation menu that helps visitors easily find what they’re looking for. Use descriptive URLs and include relevant keywords when naming your webpages.

#designtip – create your website plan in a format that suits you best! Whether you prefer pages of bullet points or a more visual approach like using colourful boxes in PowerPoint, the choice is entirely up to you. If you find yourself facing any challenges during this stage, don’t hesitate to reach out to your website designer. They’ll be more than happy to provide guidance and support along the way.

Crafting Compelling Copy

The textual content of your website plays a significant role in communicating your brand’s story and value proposition. Depending on your resources and expertise, you can choose to write the copy yourself or hire a skilled copywriter.

• Write it Yourself

Writing the content yourself can have several advantages. As a small business owner, you have an intimate knowledge of your brand, products, and target audience. This familiarity allows you to infuse your unique voice and personality into the website, creating an authentic connection with your customers. Additionally, writing the content in-house can save costs and ensure greater control over the messaging and updates.

• Hire a Professional

There are also compelling reasons to hire a professional copywriter. Copywriters are skilled in crafting compelling, persuasive, and concise content that captures the attention of your audience. They bring a fresh perspective to your brand and can distil complex information into engaging copy. Moreover, copywriters are well-versed in SEO techniques, helping your website rank higher in search engine results and driving organic traffic.

• Consider your Resources

To make the best decision, consider your budget, time availability, writing skills, and the desired level of professionalism. If you have limited resources or lack confidence in your writing abilities, it may be wise to hire a copywriter. Alternatively, if you have the skills, time, and a clear vision for your content, writing it yourself can be rewarding and save you money.

• Keep it Clear and Concise

Ultimately, whether you write the content yourself or hire a copywriter, the key is to ensure that your website content is clear, concise, engaging, and aligned with your brand’s voice and goals. It’s worth investing the time and effort to plan your content strategically, as it plays a significant role in attracting and retaining customers on your new business website.

#designtip – Keep your web copy concise, clear, and benefits-oriented. Use engaging headlines, compelling calls-to-action, and incorporate storytelling to create an emotional connection with your visitors.

Visual Storytelling

When planning the images for your new business website, it’s crucial to carefully consider their purpose and the impression you want to make on your audience. Images play a significant role in capturing attention, conveying your brand message, and enhancing the overall user experience. Here are some considerations to help you make informed decisions:

• Purpose and Relevance

Each image should serve a specific purpose and be relevant to your brand and website content. They should align with your business values and resonate with your target audience.

• Stock Photos

Stock photos are a popular option for small businesses due to their convenience and wide variety. Free stock photo websites offer a range of images, but for more unique and high-quality options, consider investing in paid stock photos. Ensure that the chosen images align with your brand and appear professional.

• Brand Photoshoot

A brand photoshoot allows you to capture unique images that truly reflect your business identity. This option provides a personalised touch and sets you apart from competitors. Hiring a professional photographer and collaborating with a stylist can help bring your vision to life.

• Taking your Own Photos

If you have the resources and skills, taking your own photos can be a cost-effective and authentic option. Invest in good lighting and equipment, and consider enrolling in photography classes or tutorials to improve your skills.

Also, ensure that you have proper usage rights for any images you use. Balancing visual appeal, relevance, and consistency with your brand’s aesthetics will help you create a captivating website that leaves a lasting impression on your visitors.

#designtip – Compress your images without sacrificing quality to ensure faster loading times. Use descriptive filenames and alt text for improved SEO. Resize images to fit your layout, and consider using professional tools like Photoshop or online platforms like Canva for editing.

Collating your website content requires careful planning and consideration. By focusing on brand consistency, site usability, and optimisation, you can create a compelling online presence for your small business. Start by prioritising SEO and identifying relevant keywords. Develop a comprehensive website plan to guide your content creation process, and decide whether to handle it in-house or hire professionals. Craft engaging and concise copy that aligns with your brand’s messaging. Lastly, carefully select and curate images that enhance your website’s visual appeal and authenticity. With these steps in place, your website will effectively represent your brand and captivate visitors.

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Photo by Dan Asaki on Unsplash