The simplest way to create content for your small business website

cat on a keyboard creating contentA big issue for many of my small business clients is coming up with website content that will attract the attention of their customers.

They tell me:

  • I don’t have time.
  • I don’t know what to write.
  • I don’t know what my customers want to read (related to the above).
  • I am bad at writing.

And yet, Google constantly emphasises that in their search results they’re looking for websites with high quality content that provide a good experience for website visitors.

What is a small business owner to do??

Write a Frequently Asked Questions (FAQ) page of course!

Here’s how an FAQ page can help overcome all the above issues

  • You only have to do it when you have time unlike blogging which does require an ongoing time commitment. Not a lot of time or questions? Create the page and leave it alone. Getting more questions? Add them (and the answers!) then forget about it again.
  • You automatically have something to write about! Everyone has questions that their customers ask them over and over again – simply write these down along with the answer. Easy peasy.
  • It doesn’t matter how good or bad you are at writing. As long as you can write well enough to answer the question, you’re good.

Additional benefits of a FAQ page

  • It provides customers with the answers they want 7 days a week, 24 hours a day. No matter when they’re searching, your website (and your business) can provide them the answers.
  • It saves time and improves efficiency. If customers find the answers they need on your website, you’ll spend less time answering the same questions and more time growing your business.
  • It can provide a SEO benefit for your small business website as well. You’re providing the high-quality, useful and informative content users need and that Google wants.
  • It works equally well whether you’re a local small business; an online e-commerce shop; or a larger business with locations all over Australia.

How to create a FAQ page

If you’re using WordPress then there’s numerous FAQ page plugins you can install on your website.

But if you’re like me and you like to keep your plugin usage to a minimum then creating a FAQ page can be as simple as creating a page in WordPress!

Here’s a suggested format that uses the standard WordPress formatting options and is very quick and easy to update:

Question: Do you offer help for small businesses everywhere or just in Melbourne?

Answer: I mainly work with local small businesses right here in Melbourne but if you’ve got a question about local search or Google+ Local, feel free to drop me a line via my contact form.

Question: Why do you have so many cat photos on your website?

Answer: I love cats! I decided when putting together the website to stick to one theme for my images, and given the Internet runs on cats, I decided to use cat photos whenever possible.

Some final things to remember

  • Put the page link in your main menu or navigation to make finding it as easy as possible.
  • This page doesn’t have to win any design or writing awards – it is designed to give your customers the information they’re looking for, quickly, easily and in one place. Don’t get hung up on making it look ‘just right’, better to have a work in progress online, than a offline perfect piece that no-one can use.
  • If you’ve got lots of questions it might be worth breaking the page up into different sections or even having a number of pages.
  • You can create links in your FAQ page back to your products and/or services page to provide visitors with more in-depth information.

I hope this post has shown you don’t have to be Shakespeare to produce high-quality, useful content for your customers. If you’d like to discuss this post further or in fact anything to do with Google+ Local or Local Search, then please drop me a line or get in touch via Google+

(Image via Flickr user Roger H. Goun. Licensed under a Creative Commons Attribution License.)

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