The Key Types of Content Your Website Needs to Win Customers

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When it comes to attracting new customers to your small business, having the right content on your website is key.

This guide will walk you through the types of content you need and how to create it. Whether you’re just starting or looking to improve your site, these tips will help you bring in more customers.

Home page: the first impression

Your home page is often the first thing visitors see. It should clearly communicate who you are, what you do and how you can help. Here’s how to make it effective:

• Headline: Start with a strong headline that captures attention. It should briefly state what your business does or what problem you solve.
• Subheadline: Follow up with a short description that adds more detail, focusing on the benefits to the customer.
• Call-to-action (CTA): Include a clear CTA like “Get a Free Quote”, “Shop Now” or “Learn More”. Make it easy for visitors to take the next step.

Pro tip: Use a tool like Canva to create a visually appealing design without needing a graphic designer.

About us page: building trust

People want to know who they’re doing business with. Your About Us page should tell your story and build trust:

• Company history: Share why you started your business and what you stand for.
• Team introduction: Introduce your team members with photos and short bios.
• Mission and values: Highlight your mission and core values. Explain what sets you apart from competitors.

Pro tip: Keep it personal. Use a friendly tone and avoid jargon.

Product or service pages: showcase what you offer

Each product or service should have its own page. These pages need to be clear and detailed. You want to answer as many potential customer questions as possible, so you only receive leads from people who are genuinely interested in working with you.

• Description: Provide a clear and concise description of what you offer.
• Features and benefits: List the key features and benefits. Focus on how your product or service helps the customer.
• Pricing information: Be transparent about pricing if possible. If prices vary, explain why.
• Create location specific landing pages: A page for each location you operate in gives you multiple opportunities to rank in Google and other search engines.

Pro tip: High-quality images or videos can make a big difference. Consider using a tool like Unsplash for free professional photos. Avoid cheesy stock photos at all costs.

Blog: educate and engage

A blog is a great way to drive traffic to your website and show your expertise. This part of a website can be easily managed by yourself or your team and has the potential to run to thousands of pages.

Here’s how to make it work:

• Topics: Write about topics that are relevant to your industry and useful to your customers. Answer common questions or provide tips. One of the best tips you’ll find about choosing topics to write about is this: what are the questions your customers ask you most often? Those questions are your starting point for blog posts.
• Frequency: Publishing one blog post per month won’t have much of an effect on your rankings. So aim for a few a week to begin with until you have a decent amount of blog posts, then you can slow down to once a week, fortnight or even once a month.
• SEO: Use keywords that your potential customers are searching for. Tools like Google Keyword Planner can help you find the right keywords.

What to post on your small business blog

If you decide to include a blog on your website, think about the types of posts that will keep it useful, interesting, and worth your time. Not every post has to be a deep dive — mix things up with a few reliable formats that work in any niche.

How-to guides and tutorials
People turn to Google to solve problems. A clear “how to” post can bring in visitors for years, especially if it solves something practical your customers search for. Keep it simple, visual, and genuinely helpful.

Beginner guides
These are broader than tutorials — think “A beginner’s guide to home security cameras” or “Getting started with local SEO.” They attract people early in their decision process and can lead naturally to your products or services.

Personal insight or opinion
Adding your own take on industry trends or local issues builds trust and personality. You don’t have to be controversial — just offer a perspective your customers can relate to.

Reviews and experiences
If you’ve tried a product or service your audience might use, share your honest thoughts. Google now rewards reviews that show real experience, not copied specs. Add photos or a quick video if you can.

Lists and round-ups
Posts like “7 ways to…” or “5 tools that…” are easy to skim and easy to share. You can also create round-ups featuring other local businesses, tools, or experts — great for networking and backlinks.

News and updates
Most of your posts should be evergreen, but occasional news pieces or event recaps show your site is active and connected to what’s happening.

Tip: focus on content that answers questions your ideal customers ask. A blog isn’t just about traffic — it’s about showing knowledge, trustworthiness, and personality.

Testimonials and reviews: social proof

Nothing builds trust like real customer feedback. Include a testimonials or reviews page to showcase this:

• Customer quotes: Feature short quotes from satisfied customers. Include their names and if possible photos.
• Case studies: Go deeper with detailed case studies that show how you’ve helped clients achieve their goals.
• Review platforms: Encourage happy customers to leave reviews on platforms like Google Business or Yelp.

Pro tip: Make it easy for customers to leave a review by sending them a direct link.

Contact page: make it easy to reach you

Your Contact page should make it simple for potential customers to get in touch:

• Contact form: Include a form where visitors can send you a message directly from the website.
• Phone and email: Provide your phone number and email address. Make sure they are easy to find.
• Location: If you have a physical location include a map and address.

Pro tip: Consider adding a chatbot to answer common questions instantly.

FAQs page: answer common questions

A Frequently Asked Questions (FAQs) page can save time for both you and your customers:

• Common questions: List the questions you get asked most often and provide clear and concise answers.
• Categories: If you have a lot of FAQs organise them into categories.
• Updates: Regularly update this page as new questions come up.

Pro tip: Check your email or customer service enquiries to find questions to include.

Final thoughts

By focusing on these key types of content your small business website will be well-equipped to attract and convert new customers. Remember to keep your content clear relevant and customer-focused. Over time regularly updating and improving your content will help you stay ahead of the competition and continue growing your business.

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