When it comes to websites, size isn’t everything. Though they sometimes struggle to compete for the top spots on the search engines, smaller websites are often better at hooking clients who have clicked onto the page. They’re simpler and less imposing, and the information that a client needs is usually easier to find.

But when everything’s scaled down, including the copy, it’s even more important to get it right. We’ve listed a few useful tips for writing great copy for smaller websites:

  • Stick to the point. You’ve got less space to work with, so use it wisely. Your website might consist of just five to ten short pages, and these should all do exactly what they say. An ‘About Us’ page should cover the basics of your company. ‘Services’ pages should clearly outline what you do, while listing your unique selling points. The ‘Contact Us’ page is particularly vital, as if your details aren’t listed clearly, they won’t be used. Remember: convenience is an important asset for small websites.
  • Pay attention to the details. The smaller your website is, the more obvious any mistakes will be. Read and reread every page to ensure that the copy is concise and accurate, and that you don’t unnecessarily repeat things. A small website packed with clunky sentences and typos will send potential customers packing.
  • Use examples. This is a great way to explain what you do, and why you do it better than your competitors. Following a short description of one of your services with a brief example or testimonial lends it credibility, and reads better than a lengthy description. Examples can work particularly well for websites with niche services, and those that have less obvious benefits.
  • Use links. Linking to other relevant parts of your website can save browsers time. By linking to your services or product pages you encourage browsers to learn more about them, increasing the chance of them making a purchase. Linking to a ‘Contact Us’ page or including an enquiry form at the bottom of each page can also help.
  • Keep things fresh. To compete with bigger rivals, small websites need to appear current and active. Any website that looks out-of-date will drive away browsers, but the smaller the site, the more amplified the effect is – it won’t just appear outdated, people may even start to assume your company no longer exists.

At Stratton Craig we’ve written plenty of short websites, and we’re always open to new ideas. If you have any other suggestions, please get in touch.