You must never forget the basics of writing content for a website that caters to a local audience. Some aspects you may want to keep in mind are:
be informative, include social media links, and use clear headings to make your message more understandable. For example, if you’re linking to evidence of your customer service skills on Facebook don’t just link the link; instead, write something like “See our customer service skills on Facebook here.”
#1: Provide value to your target audience. Value can be in a variety of ways, but most importantly it needs to match the user’s behavior and expectations when they visit your site. Don’t waste anyone’s time by providing something that doesn’t align with what they’re looking for.
For example, say you own an Italian restaurant. You may want to add a menu of the day section, displaying the dishes you’ll be serving that night, or maybe you could anticipate what your prospective client wants by adding a quote from an existing customer.
#2: Make sure your copy is both descriptive and easily understood. By making it easy to read for those who are using screen readers, you can make it easier for your audience to understand the content on your site.
#3: Include social media links. “Linking out” not only lets visitors see what other people are saying about you and link directly to that user-generated content, but also helps prove credibility.
#4: Use a clear heading to make your message more understandable. Your audience is probably going to read the first few words and skim the rest, so use headings to break down each section of the page, making it easier for viewers to understand what you’re trying to say.
#5: Include testimonials and case studies from real people. This helps build credibility.
#6: Capture what your unique selling proposition is and how you’re different from the competition. You want to prove to customers that they should choose your service over someone else’s, so explain how you can solve their problem better or faster than anyone else.
#7: Use bulleted lists and numbered lists to make sure the content is easy to scan through. Break down the information into chunks, and make them easily digestible so people can decide whether or not it’s worth their time to read what you have to say.
#8: Include search engine-friendly rich text links. This helps your website stand out from the rest because you’re creating a multidimensional experience.
#9: When possible, use credible sources. Don’t just say “Google’s webmaster trends analysts say…” instead write something more like “According to Google’s webmaster trends analyst, the number of page views by mobile users has increased 75% in the last five years.”
#10: Make sure it’s easy to contact you. Put your address, phone number, and email on the bottom of your page or somewhere else that’s easy to find (and preferably in the top one-third of every page).
#11: Write out long numbers instead of using a symbol. You don’t want people getting confused because they think $5 is $5 instead of five dollars.
#12: Make sure it’s easy to share links with others on social media sites. Put the social media icons in a prominent place, such as your top toolbar or header so people can easily spread the word and help you gain more exposure.
#13: Be careful about how you label your information. It’s important to use descriptive language so people know what they’re getting.
#14: Include a search box on each page of your site, making it easy for visitors to find the content they need right away. Most people are lazy and don’t like sifting through pages and pages of content looking for what they want, so make it easy for the audience to discover the content they’re looking for on your site.
#15: Clearly specify what you want people to do. For example, “Get a free quote, click here” makes it clear what you want users to do next and prevents them from getting confused later on.
#16: Don’t use too many characters in a heading. Keep it as short and to the point as possible so people can understand your message easily. You don’t have to use full sentences, but something like “How we provide a better service” is much easier for visitors to read than “A detailed examination of how we provide a superior experience.”
#17: Make sure your style and tone are consistent. This helps keep the flow of your content moving in a logical, understandable way for viewers.
#18: Add an FAQ section with answers to common questions that people use while searching on Google. For example, “How much do you charge?” or “Where are you located?”
#19: Make sure your information applies to the target location. If you’re a plumber and most of your customers are in California, make sure that’s what all of your content is about so people can relate. If you want more views from smaller cities like Iowa City or Ames, then focus on other topics for those audiences.
#20: The content you write should be geared toward the needs of your target audience, so prioritize the reader’s interests first. This helps build a good rapport between you and the visitor to your site, which is important if you want visitors to come back time and time again.
#21: Use word choice carefully, since it’s one of the biggest factors in search engine optimization (SEO). If you use a word that gets used too frequently elsewhere on the web, then your page might get overlooked by Google.
Menus and other simple forms don’t need navigation bars. Two relevant links can be enough: “Contact us” and “About us”.
#24: Keep the number of links on the page to a minimum, making sure they’re useful and relevant. Don’t include “click here” or “see our other stuff” because those are usually useless links that clutter the experience for your visitors, so it’s best to avoid them whenever possible.
#25: Write the most important content (usually) at the beginning of your page. Your visitors’ attention span is short, so they’re more likely to stray if you don’t hook them right away.
#26: Use numbers when necessary and appropriate. This helps break up the monotony and can be a great way to direct people’s attention where you want them to look. Just be careful not to overdo it (I’m looking at you, Pinterest!)
#27: Add links inside your content, but make sure they’re relevant and organized in a way that makes sense. If you just dump 10 links on the page without any explanation, your content will be less useful and more confusing for viewers.
#28: Write and share helpful information that people are looking for while searching on Google. If you know what they’re trying to learn, then make sure you direct them to the right information as quickly as possible by providing it in your content.
#29: Make sure your text is written clearly and logically. Don’t write something like “If you’re having trouble operating your mobile device, see page 12 to figure out what’s up.” That just confuses the reader because they have no idea why the information on page 12 applies to them or how it will help them solve their problem. Be more specific with your language.
#30: Ask questions to encourage interaction on your content. This gives your visitors a good opportunity to comment on topics they might be interested in, which then gives you a chance to respond and build even more connections with them.
#31: Make sure your images have relevant captions that are written properly. This will make it easier for viewers to interpret the image, which is important because they may not take time to read the whole thing.
#32: Use the same format for your links, such as putting them in text boxes or color-coding. This makes it easier to spot links on a page and allows you to create lists (like this one), which is helpful for readers who want to quickly get through all of the content on a particular page.
#33: When writing for a local small business, always include the location of that business as part of your content because this information is important to people who are trying to find a local company in their town or city.</nowiki>
#34: Use images whenever possible on your website. People are more likely to share your content when it’s appealing, and images can make that happen.
#35: Keep the length of your posts to a reasonable amount. The longer you write, the less likely people are going to want to read all of it. If your post is short and sweet, then people are more likely to spend time on it.
#36: Take advantage of the social media platforms you use to write a post. For example, if you’re writing on Facebook or Pinterest, then consider sharing that content directly after posting it so your followers get real-time updates about what you’re writing and can respond to it right away.
#37: Use the same language your customers are using to search for and find your business. For example, if you’re a dentist in New York City, then it might be helpful to use this phrase in the title of one of your blog pieces: “What happens after you get braces?” This will help people who read that piece know they’re in the right place.
It’s important to remember that when writing for a local small business, you should always include the location of your company. This information is vital because it helps people who are looking for businesses in their town or city find what they’re searching for quickly and efficiently. It also gives readers an idea if they’re on the right page or not – which makes reading through all of your content less confusing and more understandable.
When deciding how long to make each blog post, keep in mind that longer posts will be too much work for some visitors (especially those with short attention spans). In contrast, shorter posts give viewers a chance to engage with them without feeling overwhelmed by lengthiness; this interaction increases the likelihood of sales as well as retention rates from long-term customers.
I’ve found that Alignment Online Marketing has been a valuable partner for my small business. They have helped me find ways to promote my content on social media and increase the visibility of my business in search results.
If you’re looking for a marketing agency that can help you grow your business from more than just an online presence, then look no further than Alignment Online Marketing.