Many Australian small and medium enterprises (SMEs) struggle with website content. It’s not enough to simply *have* a website; the content needs to actively work for your business, turning visitors into leads and, ultimately, customers. We see this as a core component of conversion rate optimisation (CRO) – getting more from the traffic you already have.

So, how do you write website content that delivers? It’s about understanding what your potential customers are looking for, and then providing it in a clear, compelling way. Here’s what we recommend:

• Know Your Audience’s ‘Job to Be Done’: Forget demographics. Focus on the problem your product or service solves. What ‘job’ are customers hiring you to do? Your content should directly address this. For example, a plumbing business isn’t selling ‘plumbing’; they’re selling ‘peace of mind’ and a ‘functioning home’.
• Focus on Benefits, Not Features: It’s tempting to list everything your product *does*. Instead, highlight what it *allows* your customer to do. A feature is ‘a 200L capacity hot water system’; a benefit is ‘enjoy hot showers for the whole family, even during peak times’.
• Use Clear, Concise Language: Australians respond to straightforward communication. Avoid industry jargon and overly complex sentences. Aim for a reading level that’s easily understood by the average person. Tools like the Hemingway Editor can help with this.
• Optimise for Search Intent: Think about the phrases people type into Google when looking for what you offer. These are your keywords. Incorporate them naturally into your headings, body text, and image alt text. This isn’t about ‘keyword stuffing’; it’s about helping search engines understand what your page is about.

Remember, your website content isn’t a static brochure. It’s a dynamic sales tool. Regularly analyse your website data – using tools like Google Analytics – to see which pages are performing well and which need improvement. A/B testing different headlines or calls to action can yield significant gains in conversion rates. We anticipate continued growth in the importance of user experience and personalised content in 2026 and beyond, so building a flexible content strategy now is crucial.

To get started, identify your three most important service pages and review them with a critical eye. Do they clearly address your audience’s ‘job to be done’? If not, rewrite them focusing on benefits and using plain language. This simple step can make a huge difference to your bottom line.