1. Explain yourself on your Home Page
Explain what you do. Explain why you're different to your competitors. Use plain English. Leave out jargon and fluffy marketing language.
2. Write simple, brief copy
Aim for one main idea per page. Write short sentences and paragraphs. Decide what's relevant for your customers. Omit the rest.
3. Be search engine aware
Weave key terms and phrases into your writing. Include related terms and variations your customers are likely to use. Include "metadata" such as page descriptions and page titles.
4. Include prominent contact details
Sounds obvious, but many sites don't do it! Design your site so that the contact details are easily found from every page. Consider including a map if you want people to come to your shop or office.
5. Review and update
Make website maintenance one of your routine business processes. Check all pages regularly. Update your site as soon as product information, pricing or contact details change.
