Skip links

3 Easy Steps to Build Better Content for your Small Business

I’ve always found that creating engaging content for customers is the part of marketing and sales that many business owners struggle with. Writing content that both engages and offers SEO benefits to drive sales is a time-consuming task and often requires the creator to step back a bit and look at the company from the point of view of the customer. 

I’ve created a simplified step-by-step guide that I use to help small businesses understand the process and build better content to help with sales and growth. 

The guide to writing content for growth and sales:

Step 1: Making Your Content Valuable
Step 2: Structuring Your Content
Step 3: Engagement and Closing a Sale With Content

Introduction & Our Example Business

To explain how you can create better-written content for your business, I’m going to use an example of a castle in the woods. I like to use this with new marketers to explain the role of inbound marketing in relation to business so it’s perfect for this guide. 

Basic Business Brief:  Your business is a castle buried in deep woods, and you’re tasked with getting customers to your castle by using marketing to convince them to come to you.

How does creating better content for your business blog or website help your sales funnel? 

Any business with the aim of attracting new customer sales via online channels will know that a key component of that is creating useful content that moves your newly attracted customer along to the next part of your sales funnel. 

Example Sales Funnel: Awareness, Evaluation, Action

For our example company, their simple sales funnel is broken down into 3 stages:

Awareness – The customer has started to look into their options. They may have a problem for which they’re looking for a solution. At this stage they would become aware of the company.

Evaluation – This is the stage where the customer is looking for a company that answers their questions and solves their problems. They are potentially comparing your offering to that of your competitors.

Action – The customer makes their decision and takes action towards a sale.

For our example company, this content sits between the awareness and evaluation stages of the funnel. They are promoting an event to their existing customer list, but also trying to bring in some new customers for their ghost tour.

Description: Basic website copy for The Castle Inn, The Woods.”Join our ghost tour on Halloween Weekend”.

Step 1: Why is your content valuable? 

Key features of good written content: 

You need to ensure that your post will offer enough quality content to: 

A) Answer any questions a customer may have 

B) Remove any doubts or obstacles between them and a purchase 

C) Offer clear next steps for a customer to take 

Bonus: Keep content accessible to customers. Fonts should be clear, videos should have captions, images should have alt descriptions. 

Improved website content example: 

Here’s an example of how we can improve the content for The Castle  

A) What’s Included in this experience? – A ghost tour of our famous castle, spooky brunch, etc. 

B) This experience is suitable for all ages, our ghosts are friendly etc. 

C) Use our online booking tool to see availability and reserve your spot today – Our main CTA (Call-To-Action).

Why has this improved the page? 

While this type of content can take a much longer time to create, which is where many small business owners creating content struggle, it has huge benefits. 

  • Visitors can now clearly see where they need to look for the answers to their questions.  
  • They know what they can expect from the experience and what is expected from them. 
  • They understand how they can book in 

It’s better but it’s not quite ready to go live.

Description: Castle Inn, The Woods – improved written content example. FAQ’s, Maps, Clear Call-To-Action!

Step 2: Structuring your content 

When reading content our eyes are naturally drawn to one thing DIFFERENCE.  

Marking important points in text with a difference will help draw the eye of the reader.  


Sub Headings 

  • Lists 
  • Of 
  • Useful 
  • Points 
  • Or 
  • Tips 

It’s important to not go overboard with this, these distinctions in a text can be very important for Search Engines to pick up the key parts of your text. Although you may only see the front-end of text on your Content Management System (WordPress etc.), there is a back-end of this where the physical appearance of these headings is instructed using code.  <H1>, <H2>, <p> and other text tags help search engines like Google to understand the structure of your content. The technical structure shouldn’t be undervalued. Content should be beneficial both in terms of quality for the reader AND technically to benefit the website’s rankings.  

In fact, some argue that the technical benefits of blog content are more important as they can help you climb search engine rankings and therefore drive more customers, but I believe that there is an important middle-ground for SEO and content that focuses on customer experience and drives growth. 

writing content that sells - improved website copy
Description: Castle Inn, The Woods – Voted #Ghost Tour! Structured FAQs and useful graphics.

How has this improved the written content? 

By breaking up the text and using colour, heading and imagery, we are drawing the eye of the reader to where we would like them to go. Bold colours will help this, as will bolder fonts – but be wary that you are using brand-appropriate colours and not over complicating it.

Using H1, H2, H3 tags correctly has also been beneficial for accessibility, it can help those using screen readers to access the content. 

Step 3: Engagement & Closing A Sale with Content 

How can you make the information that you’re providing better and more convincing than that on your competitors’ sites?  

This is often the tricky bit for business owners because more often than not, you know the day-to-day operations of your business so it can be hard to remove yourself and look at it from a marketing perspective. Answering those questions in step 1 is the bread and butter of your business, you know how you’re helping your customers, but framing it in a way that sells that idea is where marketing and good graphic design can really take content from a 5/10 to a 10/10. 

Here are some tips

  • Find a tone for your written or visual content that matches the expectations of your customer. (A friendly looking brand that writes very seriously can be a bit jarring, for example.) 
  • Images and videos in your blogs and articles can make the content more digestible and more memorable (but be wary of stock imaging and of course copyright when finding resources online) 
  • Use your content to get your brand’s personality across, people do inevitably buy from people ā€“ marketing just frames them in their best possible light.

REMEMBER: Be sure that a customer is presented with a clear next step. You’ve spent lots of time crafting content that is engaging and creates relationships between your business and the customer, use that in a way that benefits you both. 

So, that’s the magic formula for lead-generating content? 

I wish! 

Unfortunately, it’s not always as simple as writing a good piece of content and watching as the leads flood in. But while it isn’t a complete solution, it is an excellent starting point and a great habit for ensuring there are no bumps in the road for the customer. 

Great content will help with: 

  • Improving the first impression of your company for first-time visitors 
  • Educating and informing customers 
  • Drawing in new customers if the experience on your site is a positive one 

Many different elements come into play when marketing your small business.

How will customers find the page in the first place?

What if those customers aren’t quite right for your business?

A huge part of the process is learning and adapting. 

This content is absolutely crucial to the start of your funnel, a really good piece of content or series of pages could even carry a new customer all the way through the funnel, and that’s often the aim with content marketing.  

It’s a time-consuming process, one that many business owners will find hard to set time aside for, but it pays off. 

For more insights, you can follow me on social media – I share what I’m working on and useful tips!

Leave a comment