Will People Really Read Your Small Business Website?

Creating a successful small business website is more than just a beautiful design or a few catchy phrases. Whether you've invested hours crafting your web content or hired professionals to design and write it, the question remains: will people actually read your website? With approximately 4 billion websites on the internet, standing out from the competition is no easy task. This article dives deep into understanding web usability, effective content strategies, and how to write content for your website that captures and retains visitors.

Why Content Matters

In the world of digital marketing, the phrase "content is king" still holds true. Research shows that website users generally leave a site that takes longer than 7 seconds to load, and the average visit length is just over one minute. This means that even if your small business website loads in less than 7 seconds, you still have only about one minute to convince your visitor to stay. So, how do you make them stay? The answer is straightforward: compelling and relevant content.

However, it's not just about keeping them on the page for that first minute. Studies indicate it takes an average of 5 to 7 visits to convert a visitor into a customer. This means your web content needs to be dynamic and ever-evolving to encourage return visits. Regularly updating your content, deleting outdated information, adding new and valuable content, and splitting longer pages into shorter, more digestible ones can help maintain user engagement.

Crafting Compelling Content for Your Website

Writing content for a small business website involves more than just filling pages with text. Effective website copywriting is about understanding how people read online and crafting your content to meet their needs. Research by Jakob Nielsen and John Morkes reveals that 79% of web users scan rather than read word-for-word. Here’s how to create scannable text that captures attention:

• Highlighted Words: Use bold or colored text to emphasize important points.
• Meaningful Subheadings: Break down content with informative subheadings that tell the reader what to expect.
• Bulleted Lists: These make information easy to digest.
• One Idea Per Paragraph: Keeps content focused and readable.
• Inverted Pyramid Style: Start with the most important information.
• Conciseness: Aim for half the word count of conventional writing to keep readers engaged.

The Inverted Pyramid: A Powerful Writing Style

The inverted pyramid style is particularly effective for web writing. This method flips the traditional writing style on its head, starting with the most crucial information and then gradually providing more details. This is the opposite of academic or formal writing, which typically builds up to the main point. By adopting the inverted pyramid style on your small business website, you give readers the immediate information they seek, which encourages them to stay longer and explore more.

The Impact of Website Copywriting on Readability

Nielsen and Morkes conducted a study to determine how different writing styles affect readability on websites. They tested five versions of the same website, each with a unique style, and found significant differences in user engagement:

• Concise Writing: A version with about half the word count of a promotional control version resulted in a 58% improvement in usability.
• Scannable Layout: Using the same text but in a layout that was easy to scan improved usability by 47%.
• Objective Language: A version that avoided boastful or exaggerated claims saw a 27% increase.
• Combined Approach: A version combining all three strategies conciseness, scannable format, and objectivity achieved a remarkable 124% improvement.

Understanding How Viewers Read Web Pages

An insightful study by Eyetrack III, conducted in 2003 and 2004, provided valuable data on how users interact with web pages. Although the study focused on news-type sites, its findings are highly applicable to small business websites. The study revealed that readers typically start at the top left corner of a page and move in a "Z" pattern down and across the page.

Given this, place critical information, such as your logo and primary headline, in the upper left corner. Headlines should be straightforward and avoid being overly clever or ambiguous; the first three words are the most crucial for grabbing attention. A concise, clear headline will encourage more engagement than a vague or creative one.

Building Credibility Through Design and Content

For small businesses, building credibility through their website is crucial. According to research by Nielsen and Morkes, users judge a website’s credibility based on several factors, including high-quality graphics, good writing, and relevant outbound links. Overuse of promotional language or "hard sell" tactics can reduce credibility and drive users away.

A study by B.J. Fogg Ph.D. and colleagues found that website credibility is primarily judged based on design (46.1%), ease of navigation (28.5%), and the perceived motive of the content (15.5%). Other factors influencing credibility include:

• Information Design/Structure: Organized and easy navigation (28.5%)
• Information Focus: Providing depth and breadth of information (25.1%)
• Company Motive: Non-commercial, helpful motives increase trust (15.5%)
• Information Usefulness and Accuracy: Providing valuable, fact-based content (14.8% and 14.3%, respectively)

Essential Website Copywriting Strategies for Small Business Owners

For small businesses looking to create compelling website content, these principles offer a clear path. Effective website copywriting combines concise, scannable, and objective writing styles with a strong emphasis on readability and usability. Here are some additional tips:

• Write for Your Audience: Know who your audience is and write directly to them. Understand their needs, challenges, and how your products or services can provide solutions.
• Use SEO Best Practices: Incorporate keywords naturally throughout your content. For example, the phrase "small business web site" should be used to explain how a well-optimized website can help a small business attract more customers.
• Regularly Update Content: Fresh content not only appeals to users but also helps with SEO. Consistently updating your content indicates to search engines that your website is current and valuable.
• Include Internal Links: Guide visitors to other related content on your site. For example, check out our article on why small businesses need websites to understand how a website can transform your business strategy.

Conclusion

Building a small business website that people will actually read requires a strategic approach to both design and content. Remember, a clean, organized design helps establish credibility, but your content must deliver real value to keep readers engaged and coming back. By using an inverted pyramid style, focusing on readability, and maintaining a straightforward tone, you can create a website that not only attracts visitors but also converts them into loyal customers. Always aim for clear, concise, and objective content, and avoid hard-sell tactics that can undermine trust. Keep your website updated, incorporate SEO practices, and make sure your small business website speaks directly to your audience's needs. In doing so, you’ll not only draw visitors in but keep them engaged and encourage them to take action.