How to Write Content for Your Website

Want to know how to write better - and more engaging - content for your website?

If you’re a small or medium-sized business with a copywriting query or two, get in touch.

Want to know the best way to:

* Write your website's 'About Us' page
* Put together a case study
* Sell your services
* Come up with blog post ideas
* Craft an e-newsletter...

...or anything else, for that matter?

Send me your queries (here via my website Copywriter in West Yorkshire - Lauren Holden or over on Instagram) - and in my new 'Copy Doc*' series, I'll answer them here on LinkedIn. You can be anonymous too, if you like - call it online’s answer to TV's Embarrassing Bodies (but for copywriting issues - and it won't be televised!)

My clinic is always open; there's no need to make an appointment. Just send me a message on here or post a question below - and I'll help you get your head around a host of copywriting challenges.

* For transparency's sake, I'm not a real doctor (neither is this a real clinic); just a Huddersfield copywriter trying to help.

Best (try to) get an appointment with your GP if your knee is giving you gyp again.

How do I market my small business online?

Recently set up a business? Congrats! It’s a daunting undertaking but I’m pretty sure it’ll be more than fruitful for you.

When I set up as a Huddersfield copywriter some eight years ago now, I never imagined that I’d be as busy as I am. Or as happy.

Working for yourself, when you work at it, can be hugely rewarding and a great way to spend your days. After all, when you love what you do, you’ll never work a day in your life - or so the saying goes.

So, you’ve set up a small business online, but how do you go about marketing it to the masses? Below, I share some top tips that worked for me…

Get to Grips with Social Media

Whether you like it or not, social media is big news - and it can also mean big things for your business. So, even if social networking isn’t for you on a personal level, make it work for your company by getting to grips with all the different platforms (Facebook, Twitter, LinkedIn and Instagram) and carving out an engaged audience online.

Do some research to see what it is your ideal customer likes and loves - and then create your social posts accordingly.

Network

If your business is service, rather than product-based (for example, you’re a baker rather than a seller of baking goods), the single best thing you can do to market your business when you’re getting off the ground is to network, network, network!

This is especially true if your business only extends to your local area; when you attend networking events in your town, you’ll be chatting directly to your customer base. At the very least, though - and even if networking events don’t pull in any new business - you’ll meet some likeminded folks and have a nice night out.

Take a look online, type in the name of your town followed by ‘business networking events’ and see what comes up. Then bite the bullet and sign up for a meet-and-greet or two. Psst: don’t forget your business cards!

Blog - and Often!

Does your website have a blog? If not, speak to your web developer about the possibility of adding one to the backend of your site. Blogging - and regularly - shows Google that yours is a real, live business producing fresh content your customers are looking for.

So, blogging offers a double whammy of benefits really.

Create a post and market it to your audience by leaving a link to your article on social media. Make sure the blog post includes relevant key words and, in time, you’ll be pushing your site up Google to help people who are searching for your services find you more easily.

Don’t Become Complacent

I’m sorry to have to tell you this, but you probably won’t see an influx of customers to your site overnight. You’ll have to really work at attracting people, via a mixture of the above. Once you’ve reeled in your target market, though, believe me when I say you’ll never look back. Business will soon be booming and it’ll be all down to the hard graft you put in now.

Until next time…

Running a Business: What I've Learned in Five Years

What is it that makes us Brits shy away from a spot of self-praise? Even as I type this (rather belated) blog post, I’m a little reticent. So much so that there’s a good chance I won’t hit ‘Publish’ when it’s done.

Nevertheless…

Half a blinking decade. 1300 working days. A heck of a lot of hours.

However you frame it, that’s some achievement - and I’m trying hard to be nothing but really blinking proud about it. So, here I am sharing with you what I’ve learned in five years of solid and solitary graft…because if I can keep self-employment up for that long, then so can you.

No (Wo)Man is an Island

Yep, I’m borrowing the age-old phrase Hugh Grant famously uttered in ‘'About a Boy’. Its meaning? We all need to rely on others from time to time - and there’s absolutely no shame in that. As my workload has grown, so have my stress levels - and try as I might, I can’t manage either on my own. So, I’ve drafted in some help in the form of some equally reliable freelancers. They help keep me sane during busier months and ensure I can sleep at night, too. If I have one piece of advice for anyone else running a business, it’s delegate. As difficult as it can be to hand over the reins, sometimes you must.

Self-Care is Vital

Pah, I’m not a huge fan of the word ‘self-care’. When did it stop being called ‘looking after yourself’ or ‘relaxation’ and start sounding…well...a little bit pretentious really?! But whatever you like to call it, it’s vital for us all. We really do owe it to ourselves to take the time out we need, whether that’s an hour away from our desks or a week in the sun. Do both, when required, and don’t feel guilty. After all, us freelancers don’t get paid for being off sick, so any form of TLC will only help us stay better for longer. I’m up for that; are you?!

I look after myself by doing my best to keep my business and free time very much separate. I think they call it a ‘work/life balance’ - and it truly is a balancing act, but it’s one I’m managing well enough. It starts by having two phones and not taking your business one out with you for cocktails, if you can help it. Ultimately, the pay off is this: by enjoying your free time to the best of your ability, you’ll feel more than ready and refreshed to return to your work come Monday morning.

(Freelance) Friends Are Important

In fact, any kind of friends are important, to be honest. But as a business owner who works in solitude most of the time, it’s vital I schedule semi-regular catch-ups with fellow freelancers. Again, it’s what keeps us all sane. That and cake. And plenty of it.

Cake Tastes Better with Colleagues

For me, there have been few downsides to running a business. But one of the bigger ones is this: eating cake while having a coffee break is absolutely no fun on your own. Sure, podcasts can take you away from your desk for 15 minutes or so, but few things beat catching up with a colleague as you make a brew together in the office kitchen, or chowing down on another slice of Victoria sponge, lovingly made by Office Manager, Carol.

Those of you with workmates, cherish them - and the next time you feel a mini meltdown coming on because John from accounts hasn’t washed his mug again, breathe a sigh of relief that there’s someone else to vent your frustration toward in the first place. When you’re freelance, there’s no one. Well, not if you don’t count Barry the visiting window pigeon. No colleagues also means there’s no one to share a post-meeting natter with, no one to share your woes with, and no one to buy a Secret Santa gift for. Sob.

Tax Return Time Will ALWAYS Make me Long for an Office Job

I have an accountant who files my return for me, but that time of the year still manages to fill me with dread. When January rolls around, I wonder why I even chose to be self-employed at all. I find myself pondering if life would indeed be easier if tax was taken out at source.

It Doesn’t Get Any Less Frustrating When People Don’t Pay On Time

You’d think after five years I’d have developed a foolproof system that ensures late payments just aren’t a thing. But it still happens, despite reminders, despite signed contracts, and despite firm emails.

Another downside to working for yourself? I think so. My newly-enforced rule? A spot fine for payment that doesn’t reach me on the day it’s due. Sounds harsh, but believe me, it’s necessary for the 0.1% of people who don’t feel it important to pay us freelancers on time. And so far, so good. You should do it, too - if you haven’t already.

Creativity is a Process

I used to strive for a ‘right first time’ attitude to my work, but that level of ‘perfectionism’ doesn’t get you anywhere. Plus, improvement only comes by rehashing and retuning copy, right down to every last punctuation mark. Clients don’t mind when there’s some to-ing and fro-ing when it comes to their content. In fact, I think most appreciate the chance to get involved. So if you’re a creative who feels a ‘failure’ when a round of amends drop into your inbox, all I can say is don't. Copywriting, designing or creating of any kind is definitely a process.

An Uncluttered Office Improves Productivity

For me, this is a biggie. Also: a nice-looking office filled with things that make you happy. My space is a mixture of fresh flowers, colourful wall prints, and calming scents, thanks to my plug-in, light-up room diffuser. I change the fragrance with my mood (yes, I’m that gal!) and it works a treat.

Working from Home Can Be Great. It Can Also Be Lonely.

I thought that the answer to my work-based solitude was to join a business centre and take up an office room of my own - because while being your own boss is cool, working on your own isn’t. So I took up said space, and found that, after just three months, I missed the quiet of my home office and promptly handed in my notice. It’s bittersweet, as I loved the building and the people who worked from it. But the noise from the other offices made me feel more alone in my little space. It also made me realise that I can’t write with too much background noise. So it’s back to the working from home drawing board for now.

Making Your Own Hours is Blinking Ace

For all my bemoaning of this here self-employed life, it really is fantastic. On the whole. Nothing comes close to being able to make my own hours, take time off when I need it and not feel too guilty for very occasionally being off sick. In the five years since I’ve been freelance, I’ve been able to jump in my car and head down the M6 at literally a moment’s notice when my sister went into labour. I’ve also attended my nephews’ sports days without needing to formally put in a day’s holiday with the boss. And I’ve had numerous late lunches, early finishes and long weekends.

If you’re thinking about going freelance, too, please do it. I have a feeling you won’t regret it. Not a jot.

Here’s to the next five years…