Write for your audience!  Research what people search for with similar businesses. Here is a link to a funny but informative data website that you can ask questions on what people search for and what questions they ask Google and gather statistics.

Answer The Public

Answer the Public

Google search is also a great tool.  Open Google Search box and start typing a service or product, Google will display a drop-down of hints, these hints are what people are searching for.

Also look at your competitors websites and see how they market their content.

People love People, so write with human factor in your tone, many businesses and bloggers never personally meet their customers or followers, so human related content is best.  The only connecting element to your customers or followers is 'Your Story' so build a story about who you are, what you do and what inspires you and why you provide your service or blog, show emotion and passion as this builds trust.

Tell Your Story

Keeping It Simple will help your customers understand what you do and what you bring to the table. 

Keep It Simple

If you can't describe your business or what you do in 30 seconds or less you need to re-think what you do!

This is sometimes called the 'Elevator Speech'.

An elevator speech is a clear, brief message or “commercial” about you. It communicates who you are, what you’re looking for and how you can benefit a company or organisation. It’s typically about 30 seconds, the time it takes people to ride from the top to the bottom of a building in an elevator.

It is important to have your speech memorised and practiced. The important thing is to practice it OUT LOUD. You want it to sound natural. Get comfortable with what you have to say so you can breeze through it when the time comes.

Elevator speech is:

• No longer than 25 to 30 seconds.
• No more than approximately 80 to 90 words.
• No more than 8 – 10 sentences

Keep It Simple Not Simpler

Keep It Simple & Sophisticated

Further reading on 'Elevator Speech' → 30 Second Elevator Speech

Everyone goes to a website for a 'REASON', websites should be easy to move around to find what you are looking for.  As developers & designers our first thought, what's the audience going to do once they are on your website.  Making the main navigation area simple and easy is key.  Main navigation should lead them to areas such as; your products, your contact details and 'Your Story'. Main navigation should also include areas of information that you as the business owner intuitively know your current &/or potential customers will be searching for. 

You can also add links to content on any if not all your page content that might be useful for the reader which then allows them to follow a path to gain the information that they require.  In essence you are anticipating your audience’s questions and answering them with clever and thought-out linking.  In the industry this is called User-Experience UX.

User Experience UX & UI

Many websites have different navigation areas scattered around the page that take the audience to different areas, be mindful of how many clicks it takes your audience to achieve their best outcome for visiting your website.  4 clicks is 2 clicks too many.

Another wonderful piece of advice that I offer, it you are selling anything online, you have to tell a story of WHY & HOW your product/s will benefit people.