In the complex world of SEO, there is one constant that always remains true.  You need to have unique, relevant and useful text content in your website if you want your website to have the best chance of ranking well for your keywords. That is really just a semi-fancy way of saying that Google wants to see “In your own words, what makes your product/service so great and why should someone pay you for it?”.   You might think that sounds easy enough, and guess what?  … It is.

It sounds daunting…

Interestingly enough many businesses owners are still extremely daunted by the task of writing content about their own business for their website.  Understandably, some business owners just don’t have the time while some business owners feel they are in over their head when it comes to their website.  Some others may just outsource the work to a content writer although that will cost money and may provide mixed results.

The simple fact remains – As a business owner no one knows your business and your customers better than you do, which makes you the perfect person to write your own content. Of course you’ll still want a SEO expert to work their magic with the content, but they still need you as the expert to feed them the material.

Writing your own content

Writing your own content is actually where the easy part I mentioned above comes in.

Imagine your computer is a potential customer with infinitely deep pockets who needs your product/service but they have never heard of you. Of course you want their business, so you begin the sales pitch.  Hey, remember the old fashioned sales pitch? Of course you do, you’ve given them a million times, heck, you gave one when you were putting together your business plan. Well, really that’s what the content in your website is – a sales pitch.

Write your sales pitch (aka “text content”) just like you were giving a sales pitch. Write in stream of thought, it can always be edited down later.  The first thing you do is introduce your company and a brief overview of what you offer, this will become the Home Page.  Keep in mind, just like in a sales pitch, you probably don’t want to bore the prospective client with all kinds of company details during the introduction, you want to keep it to the point but engage them enough so they want to see more product/service information.  If you think the customer may want to know more about company history and/or accomplishments?  The “About Us” page is the perfect place to provide those details, the customer will go there if they are interested.

Now we are at your Products/Service section.  Again, just write as if you are face to face with the customer and are explaining what your product/service is, why they need it and why they should get it from you.  Keep it informative but for Pete’s sake, don’t let it get boring or the customer will walk (exit the site).  Do this for all your products if possible, if you have many products than do it for the major products or product categories.

Not as bad as everyone thinks

Congratulations! Not only have you just written content for your website, but by this point it will be unique (because it came from your head, not from product specs you can find anywhere) and it will be useful and relevant.  Like a good sales pitch, well written and useful content will help convert website visitors into sales leads.  Now just send your content to your SEO Specialist and let them tweak it and wait for results!