When I’m working with a new client, one of the first things I ask is, “Tell me a bit about your business, what you do, who it’s for, why it matters.”
And so often, I get this wide-eyed pause followed by, “Oh gosh… I don’t even know where to start.”
If that’s been you, I want you to know you are not alone. Talking about your own business can be one of the trickiest things to do. We’re so close to it, it’s hard to know what to include, what to leave out, and what’s actually going to make someone go, “Yes! This is what I’ve been looking for.”
But here’s the truth: the words on your website matter just as much as the design. Great content builds connection, earns trust, and guides people to book, buy, or reach out. It’s the bridge between you and your future customers.
So, let’s dig into how to write content that doesn’t just sound nice, but actually works. Content that helps people feel connected, informed, and ready to say yes to whatever it is you’re offering.
Every Page Has a Purpose
Before you write a single word, stop and ask yourself this: what’s the purpose of this page?
That simple question changes everything.
Your Home page isn’t just a welcome mat. It should clearly explain who you are, what you do, and who you do it for. You’ve got just seconds to make someone feel like they’re in the right place.
Your About page isn’t just your resume. It’s the page where people connect with you. Share your story. Tell them why you do what you do. Talk like a human, not a brochure.
Your Services or Offers page is where you get clear and practical. What do you offer? What’s included? How do they book or buy? Be helpful, and don’t be shy about guiding people to take the next step.
Your Contact page should be easy to find, easy to fill out, and give people confidence that you’re real, responsive, and ready to help.
And then there’s your Blog page, a beautiful, underrated space that builds trust, improves SEO, and lets your expertise shine.
Let’s Talk Headings (They Matter More Than You Think)
I know it sounds technical, but headings are really important. They don’t just break up your content visually, they also tell Google what your page is about.
Your H1 is your main heading. There should only be one per page, and it needs to clearly explain the topic of the page. Think of it like the title of a book.
Your H2s are subheadings that break the page into sections. Use them to introduce new ideas, questions, or parts of your offer.
H3s go under your H2s and help add more structure if needed.
Good headings also help your visitors skim, which is how most people read websites. They’re not sitting down with a cuppa reading every word. They’re scanning for what’s relevant.
Bonus tip: make your headings helpful and specific. “Our Services” is fine, but “How We Help You Plan The Perfect Tasmanian Getaway” is far better.
Keywords Without the Overwhelm
You’ve probably heard the word “keywords” and either leaned in with curiosity or recoiled in fear.
Here’s the simplest way to think about them. Keywords are just the words your ideal customer is typing into Google.
If you run guided hikes in Cradle Mountain, someone might search for “Cradle Mountain walking tours” or “best time to visit Cradle Mountain.”
Using those phrases in your headings and body text helps search engines understand what your page is about. But here’s the key. Don’t force it. If it doesn’t sound natural, it won’t read well.
Talk to your audience using the same words they use, and you’ll hit that sweet spot between authentic and search-friendly.
Blogging Isn’t Dead, It’s Just Grown Up
Blogs used to be diary-style posts about what someone had for lunch. That’s not what we’re talking about here.
A good blog on your website can do three things:
- Answer the questions your customers already have
- Help you show up in Google search results
- Build trust and position you as the expert in your space
Think about it. If someone is planning a trip to Tassie, and you’ve written a post about the best dog-friendly trails near Devonport, who are they going to trust? You, of course.
One blog a month is plenty. Focus on being helpful, relevant, and real.
Your Website Should Sound Like You
The most important content tip I can give you? Be yourself.
You don’t have to sound like a big brand or write like a copywriter. You just have to sound like a human who cares about what they do.
Write like you’re having a conversation. Use contractions. Ask questions. Be warm. Be clear.
And if you’re stuck, I’m always here to help.
Let’s Wrap It Up – Quick Content Checklist
Here’s a summary you can come back to anytime:
- Start every page with a purpose
- Use one H1 per page, then break things up with H2s
- Write in your own voice
- Use keywords naturally, based on what your customers search for
- Guide people to take the next step (book, contact, learn more)
- Keep blog content helpful and relevant
- Make sure every page builds trust and shows what makes you different
Need a hand writing your content? Whether you’re starting from scratch or giving your current site a refresh, I’d love to help. Reach out anytime, or check out my Build Your Own Website course. We cover all of this in more detail inside.
You’ve got the story. Let’s help you tell it well.
Erica x