1. Your web content is very important as it educates search engines about your site.
 

2. You can use SEO (Search Engine Optimisation) by  making sure the content of your website is easier to discover by search engines that customers use when looking for products or services.
 

3. If you’re going to sell products on your site, get product photos and product descriptions ready. If you sell services, you’ll need a description of each service. Get as much of your content together before you start building your site—it will save you time.
 

4. As for writing content you can either hire a professional or do it yourself. If you do it yourself there is one golden rule – be honest and keep it short and to the point. Most users will scan and not read your content.

A good guide to writing honestly is to consider first what your values are. Whatever you care deeply about – your product or service, family, friends, locality, hobbies, the environment - should at all times form the background to what you write.

The personal touch is very important so include a brief story on who you are, where you are located (if necessary) and how you started your business. Many websites have an ‘Our Story’ section as storytelling attracts customers.

For users scanning content, an attention grabbing ‘hook’ is recommended.

If you feel completely at a loss try to get your customers to tell the story for you.

If appropriate, use the ‘Goldilocks Effect’ by offering versions of a product at high, mid and low prices to encourage the website visitor to buy the mid-priced product.

If you have a ‘green’ message, for example that you source your product components locally, highlight it in a shade of green.

The way you communicate with potential customers is just as important as the content. Here are a few questions you should ask yourself:

• What do your website visitors want when visiting your website?
   
• Who do you expect to be engaging with specific website sections?
   
• What do you want your visitors to feel after reading a piece of writing, viewing a video or listening to a recorded message?
   
• What emotions should come across when somebody experiences your content?
   
• Should your language be conversational, formal or somewhere in between?