How Small Business Can Build a Better Website: Part 2 of 3

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How Small Business Can Build a Better Website: Part 2 of 3

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Creating Engaging Web Content


Website content is vital and it needs to be digestible—that is, it has to be in smaller chunks with one main idea in a paragraph. Leave the jargon at home as no one likes abbreviations, acronyms and buzz words. Focus on high quality content, not the quantity of content. Content tends to grow every time you update your site, easily becoming unmanageable so remember that less is more when creating your site. Relate the benefits and how you solve the problem, not the features. Remember: no one cares about the button; they care what happens when you press the button.

Use an easy to read font that is scalable for low-vision users. Only bold key ideas as using too much bolded text is overwhelming and difficult to read.

     • Use bullets rather than long text heavy paragraphs.
     • Bullets are easier for viewers to scan and absorb information quickly.
     • Long prose, no matter how well written, is often skipped by the viewer. 

Search engines don’t care if the information is delivered in a bullet or a paragraph—just as long as it is delivered. And make sure you describe your offerings fully on each page—don’t assume the reader will know. 

When you’re done writing your content, set it aside. Take a break and clear your mind. Then start pruning your content back to the fewest words possible. Then set it aside again and repeat the editing process.


Ensure your images are clear and of high quality. Poor, grainy images can cast a negative light on your website. Make sure your images reinforce the content and ensure images are the exact size you want them to be viewed on the page or they can appear distorted. Use the ALT tag attribute for each image and include a brief description of the image so people who are visually impaired can experience your image when on your site.

For your homepage, include an eye catching header or logo as this is the first image seen by visitors and it needs to make a lasting impression. Create a balance between text and images. Too many images can make it difficult for search engines to determine the relevancy of your site to queries you should rank for; however, images help tell a story quickly and easily. Try to strike a balance between the two.

Add your physical address and phone number prominently in the footer. Make sure this is in text form and not an image so it can be searched. Many web designers will recommend adding your phone number in large type at the top of the page so it is easily found. Stay away from bulky, cumbersome forms on “Contact Us” pages. If a viewer is on a mobile phone, completing a contact form can be an issue and you lose the opportunity to engage. Having your phone number prominently on your page is exactly what the mobile user wants.

Smart writing, good images and a well-thought page design will encourage visitors to engage. Adding calls to action such as vCita LiveSite can increase client engagement, often as much as 300%. Creating a vCita LiveSite offers your clients an engaging, interactive site with a dynamic communications portal. Returning visitors are recognized and alerted to account changes. Plus, vCita offers a complete web-to-end platform from online scheduling through invoice templates and online payments. Check it out and see how engaging vCita can make your website! 

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