A Simple Guide for UK Small Business Owners

If you’ve ever stared at a blinking cursor on a blank page wondering, “What do I even write for my website?”—you’re not alone.

Most small business owners know they need to have “good website content” but aren’t quite sure what that actually means, especially when it comes to ranking on Google.

The good news? You don’t need a marketing degree or an in-house content team to write content that works. You just need a clear plan, a bit of structure, and a sprinkle of SEO know-how.

In this guide, we’ll walk you through:

What Google actually looks for in website content

How to structure your pages to keep both visitors and search engines happy

Tips for writing content that converts, not just ranks

Real examples from UK-based small business sites

An FAQ at the end to answer the most common content-related questions

Let’s dive in.

Why Website Content Matters for SEO

Your website content is more than just words on a page. It’s how Google understands what your site is about—and how potential customers decide if you're worth their time (and money).

When someone types something into Google, the search engine uses complex algorithms to decide which websites are the best fit for that search. And your content is a big part of that decision.

In fact, high-quality content is one of the top three ranking factors Google uses (source: Google Search Central).

If your content isn’t helpful, relevant, or structured properly, you’re probably missing out on valuable traffic.

The Three Things Google Looks for in Your Content

Before you put pen to paper (or fingers to keyboard), it helps to know what Google actually wants. In short, Google is looking for:

1. Helpful Content

Does your content answer the searcher’s question? Is it useful? Or is it just a wall of vague fluff?

Helpful content:

Solves a problem

Gives clear, specific answers

Speaks to the intent behind the search

2. Authoritative Content (E-E-A-T)

This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. In other words: why should anyone trust what you’re saying?

Google wants to show content written by people who know their stuff. For example:

If you're a landscaper writing about garden maintenance, share your years of experience or mention your RHS qualifications.

If you’re a solicitor, make sure your content reflects your legal background.

3. Optimised Content

This is where keywords, meta tags, and structure come in. Google uses signals like headers, internal links, and keyword placement to understand what your page is about.

We’ll get into all of that shortly—but first, a quick note on...

Who Are You Writing For—Google or People?

Trick question. You’re writing for both.

Google wants to rank content that serves humans, not robots. And the truth is, if you write helpful content for your potential customers (and follow a few SEO best practices), you’ll be ticking both boxes.

So if you’re feeling overwhelmed—start with your customers. Write to help them. The SEO side can then be layered in.

Step-by-Step: How to Write Website Content That Ranks on Google

Let’s break this down into manageable steps.

Step 1: Start With Keyword Research

Before you write a single sentence, you need to know what people are actually searching for.

If you run a plumbing business in Bristol, it’s no good writing a page titled “Our Services”. That doesn’t tell Google—or your customer—what you actually do.

Instead, use free tools like:

Google’s Keyword Planner

Ubersuggest

Answer the Public

Look for:

Keywords with decent search volume (e.g. “emergency plumber Bristol”)

Long-tail keywords (e.g. “boiler repair specialist in Clifton”)

Questions people ask (e.g. “How much does it cost to replace a boiler?”)

Keep a shortlist of 5–10 keywords to guide your content.

Step 2: Structure Your Page

A well-structured page makes it easy for people to read—and for Google to scan.

Use this basic framework:

1. Headline (H1)

This should include your main keyword and clearly describe what the page is about.

Example: “Emergency Plumber in Bristol – 24/7 Call-Outs”

2. Intro Paragraph

Summarise what the page is about, who it’s for, and how you help.

3. Subheadings (H2, H3)

Break up your content into logical sections. Use H2s for main topics, H3s for smaller points.

4. Body Content

This is where you give details, answer questions, and include internal links to other relevant pages.

5. Call to Action (CTA)

End with a prompt to contact you, book a service, or read more.

Example: “Need a trusted local plumber? Call us on 0117 123 4567 for same-day service.”

Step 3: Write for Humans, But Include Keywords Naturally

Yes, you want to include your keywords—but never at the expense of clarity.

Avoid “keyword stuffing” (where you cram the same phrase in repeatedly). Google is clever enough to understand variations.

✅ Good:

“We offer reliable emergency plumbing services across Bristol, including boiler repairs, burst pipe fixes, and leak detection.”

❌ Bad:

“Emergency plumber Bristol offering emergency plumber Bristol services in Bristol for emergency plumber needs.”

See the difference?

Step 4: Add Internal Links

Internal linking helps both users and Google navigate your site.

For example, if you’re writing a blog post about “how to prepare your garden for winter”, you might link to your lawn care service page or your blog on pruning hedges.

It’s a simple way to:

Keep visitors on your site longer

Show Google how your content connects

Boost SEO for other important pages

Step 5: Include Local References (If You’re a Local Business)

If you're a local business, make it clear where you operate.

Sprinkle in mentions of your city, neighbourhoods, or even landmarks.

Example: “We serve the entire Leeds area, including Headingley, Chapel Allerton, and Roundhay.”

Also consider adding:

Google Maps embed

Local testimonials

Nearby case studies or portfolio examples

Step 6: Optimise Your Meta Tags

Your meta title and meta description appear in search results. These don’t just affect ranking—they influence whether people actually click.

Meta Title

Keep it under 60 characters, include your main keyword, and make it compelling.

Example: “Emergency Plumber Bristol | 24/7 Local Plumbing Experts”

Meta Description

Keep it under 160 characters. Use it to explain what the page offers and include a call to action.

Example: “Need a fast, reliable plumber in Bristol? We offer 24/7 emergency services. Call now for a free quote.”

Step 7: Add Helpful Extras (That Google Loves)

These are small touches that can make a big difference:

Images with alt text (e.g. “bathroom renovation in Hackney”)

Bullet points and lists

FAQs (like the one below)

Testimonials or trust signals

Schema markup (ask your web developer or SEO expert)

Step 8: Monitor and Improve

SEO isn’t “set and forget”. Use tools like:

Google Search Console to see which pages get traffic

Google Analytics to track behaviour

A keyword tracking tool like Ubersuggest or Ahrefs (if budget allows)

Tweak your content every few months based on what’s working—and what’s not.

FAQ: Writing Website Content That Ranks

Q1: How long should my website content be?

It depends. A typical service page should be at least 300–500 words. Blog posts often rank better when they’re 1,000–2,000 words or more, especially if they go deep into a topic. But quality always beats quantity.

Q2: Do I need to hire a copywriter or SEO expert?

Not necessarily—but it helps if you're short on time or want fast results. Many small business owners start by writing their own content, then bring in an expert later to improve it.

Q3: How often should I update my content?

Check in frequently. Refresh outdated info, add internal links to new pages, and make sure your keywords still match what people are searching for.

Q4: What’s more important—blog posts or service pages?

Both matter. Service pages target people ready to buy, while blog posts attract visitors earlier in the buying journey. Use blog content to build trust and drive traffic; use service pages to convert.

Q5: Can I use AI tools to write content?

AI can help with drafts and ideas, but you’ll still need to add your own voice, expertise, and personal touches. Google wants real, helpful, human-like content.

Small Tweaks, Big Results

You don’t need to write like Shakespeare or master every Google update. You just need to:

Be helpful

Stay relevant

Show your expertise

And give both Google and your visitors what they’re looking for

If that sounds like a lot—remember, you don’t have to do it all at once. Start small. Optimise one page. Add one helpful blog post. Build from there.

And if you’re thinking about working with an SEO business, having strong content already in place gives you a major head start.

Need help getting started? Or want your content reviewed? That’s where we come in.

Ready to turn your website into a customer magnet?

Let’s chat about how we can help your business grow online—without the fluff or jargon.