Here's What to Do If You Want a High-Converting Website for Your Small Business

(Or your freelance brand!)

I recently gave an hour-long speaking presentation on the topics of web conversion copy and content marketing for small businesses at The State University of New York's Farmingdale Small Business Development Center.

Here's a condensed version of that presentation to ensure your business's website is optimized to target your ideal audience, turn them into repeat visitors, and increase conversion rates. (Yes, freelancers, this applies to you, too.)

7 Tips to Improve Your Small Business Content Marketing

Apply this web copy tip and digital marketing strategies to grow online sales.

1. Know your audience.

Make sure you have buyer personas identified and know your ideal client or customer. Keep this person and their struggles front and center with every piece of copy you write.? Ask yourself if it’s serving your ideal customer or client before you hit publish on your website copy, blog or newsletter.

2. Be consistent with your voice.

All of your content should be in the same tone, style and support your company’s unique value proposition. Know your USP: It's the solution your business exclusively provides and how it'll benefit the customer. What sets you apart from the competition? Make sure that's clear on your site.

3. Publish on select channels consistently.

There's a "marketing rule of 7" which is based on research that shows the average prospect needs to hear or see a message seven times before they take action. (That doesn't mean seven popups on your site the first time they visit.)

It means you should choose some marketing channels to show up on and post regularly. This could involve posting a weekly newsletter, posting on LinkedIn a few times a week, and sharing on Twitter/X and Instagram a few times a week. The more your customer sees you showing up in their feeds (or inbox), the more likely they are to buy from you. (Speaking of which, if you'd like to get tips like this weekly, sign up for MY newsletter.)

4. Make sure your home page inspires action.

Let the client or customer know how you can serve them and what you want them to do. Do you want them to send you an email? To book a call on your calendar? To subscribe to your newsletter? There should be buttons and/or call-outs that make it clear which next steps they can take.

5. Include an About page.

It can feel awkward to talk about yourself or boast about your accomplishments. Been there! But your "About" page on your site can show your clients some personality, let them know your values, give them some background on how you got to where you are today and why you're in this business. If you've won awards or contests or "best of" lists, make sure this is on your site! This is an area where you can truly stand out from the competition. (If you need help writing website copy, get in touch.)

6. Track data.

It's important that you (or someone) on your team have an idea about how your site is performing as well as how it could be improved. You need to know how potential customers are finding you, where they're dropping off, the pages they are visiting after your home page, and if they're unique or returning visitors. This can and will inform your marketing and advertising budget. Get acquainted with your website numbers.

7. Create content.

Obviously, I'm biased in this area but I think it's very helpful for all brands and small business owners to create a blog and post regularly (even if that's twice a month). It should be part of your content strategy and will help you come up with ideas for your newsletter, social media channels, and give your audience reasons to return to your site as well as attract new visitors through SEO content.

If you're looking for help creating website content, developing a content strategy or updating your blog, get in touch. I'd love to connect about how we can work together.

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Hey there! I’m Diana.

I’m a New York-based freelance journalist, copywriter, editor, and content marketing writer for brands and outlets in the health, sleep, pet care, personal finance, and beauty niches.

I’m also a wife and a mom to two toddlers, a large dog, and an exercise enthusiast who loves baking desserts.

I enjoy covering topics that help people and their loved ones live healthier, happier, fuller lives, whether it’s through health, wellness, personal finance or pet topics.

I also help thousands of freelancers learn how to kick-start their careers, improve productivity, and run their small businesses through one-on-one freelance coaching services, online courses, digital products and my?weekly newsletter.

You can learn more about me, my publishing background, and my nearly 20-year freelancing journey at?DianaKelly.com.

You can also follow me on?Twitter?and?Instagram.

Get in touch here if you'd like help with content for your brand, website, or publication.

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