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Essential insights every small business and charity should know when creating or managing a website.

By Matt Phillips Website Design & SEO in Aylesbury, Buckinghamshire.

Why Strong, SEO-Optimised Website Content Matters — And Why You Should Write It Yourself

When you’re launching a business website, it’s tempting to focus all your attention on how it looks. But here’s the truth: even the most beautifully designed site won’t bring in new customers if the content — the actual words on the page — doesn’t do its job.

And that job?
It’s to explain what you offer, build trust, and help people find you through search engines like Google.

That’s why well-written, SEO-optimised content is so important — and why, in many cases, you’re the best person to write it.

Let’s explore why content matters so much, how to make it work for both your visitors and search engines, and how to get started even if you’re not a “writer.”

Website Design Plan

Why You Should Write Your Own Website Content

You know your business better than anyone – better than any freelancer, copywriter, or agency who might work with you temporarily.

When you use your industry knowledge and experience to write your own content, it:

  • Reflects your unique voice and values
  • Speaks directly to your customers’ real questions and needs
  • Helps build genuine trust - especially important for small businesses
  • Is more likely to be accurate, honest, and specific
  • Saves you money, and gives you full control

No one can describe your service or story quite like you can — and that personal, local touch is exactly what connects with people browsing online.

But What About SEO?

Great content isn’t just about sounding good. It also needs to be optimised for search engines – which is where keyword research comes in.

If someone searches for “dog grooming in Aylesbury” or “affordable website designer near me,” Google needs to know that your page is a relevant match.

That’s why it’s important to:

  • Use words and phrases your potential customers are searching for
  • Include your local area (like “Aylesbury” or “Buckinghamshire”)
  • Structure your content clearly with headings and paragraphs
  • Write naturally, but with purpose - don’t stuff keywords, but don’t forget them either

How to Do Simple Keyword Research

You don’t need expensive tools to start. Here are a few easy ways to find useful keywords:

  1. Use your own brain, industry knowledge, and imagination – Think about what people call your services in plain English.
  2. Ask your customers – What would they type into Google to find you?
  3. Check your competitors – Look at what keywords appear in their page titles and headings.
  4. Google Autocomplete – Start typing what your customers might search for and see what Google suggests.
  5. AI – Describe your business to an AI tool and ask it to suggest high value keywords and phrases for your website SEO.

Once you’ve gathered a few terms, weave them naturally into your content — especially in your page headings, opening sentences, and descriptions.

Content Ideas to Get You Started

Here’s what you might want to write about on your website:

  • Homepage: Who you are, what you do, and how you help.
  • Service Pages: One for each main offering (e.g., “Garden Maintenance in Aylesbury”).
  • Testimonials: Reviews or project feedback, before and after photos…
  • About Page: Your background, experience, and what makes you different.
  • Contact Page: Make it easy to get in touch.
  • FAQs or Blog: Answer common questions or share useful local info.

Focus on being clear, helpful, and honest – and try to write as if you’re talking directly to someone in your community.

Struggling With Writing? You're Not Alone

If writing isn’t your strong point — whether it’s due to English being your second language, trouble with spelling or grammar, or just plain old writer’s block — you’re not stuck. Tools like Grammarly and ChatGPT can help turn your rough drafts into clear, polished content.

For example, you can paste your draft into ChatGPT and ask it to improve the structure, tone, or grammar. Or use Grammarly to catch typos, punctuation mistakes, and awkward phrasing. These tools won’t replace your voice — but they can support you in expressing it more clearly and professionally, helping you write confidently without needing a huge budget.

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