When it comes to website content, less is almost always more. This is especially true if you're running a small business website — you don't want to overwhelm your visitors with too much information.

Instead, focus on creating concise, easy-to-read content that gets straight to the point. Use short paragraphs and bullet points to make your content more skimmable, and be sure to include plenty of white space around content in your web design so that your visitors don't feel overwhelmed.

Another way to keep it simple is with the language you use. Don't confuse your readers by using industry jargon or diving too deeply into the weeds of the topics you're discussing.

Instead, use simple language that everyone can understand.

This may seem like a no-brainer, but it's worth repeating: when you're writing website content, always keep your target audience in mind.

Your content should be tailored to the specific needs and interests of the people you're trying to reach.

For example, if you're running a website for a home renovation company, your content should be geared towards homeowners who are interested in remodeling their homes. On the other hand, if you're running a website for a law firm, your content should be geared towards people who need legal assistance.

No matter what type of small business you have, it's important to think about who your target audience is and what they're looking for when they come to your website.

Only then can you create content that truly resonates with them.

In addition to being well-written, your website's content should also be visually appealing.

People are naturally drawn to images and videos, so incorporating these into your content can help capture attention and keep people engaged.

Including infographics in your blog posts is also a great way to make complex topics more digestible — and more shareable on social media.

Videos are another powerful form of content that can be beneficial to include on your website.

If you have a product or service that you can demonstrate, consider creating a video tutorial or walkthrough. You can also use video to give people a behind-the-scenes look at your business or to showcase customer testimonials.

No matter what type of visuals you choose to include, just be sure that they complement your written content.

Your website's content isn't just about the words you use — it's also about how those words are presented. So take some time to make sure your content is visually appealing as well as informative.

With more and more people using their smartphones and tablets to access the internet, it's important to make sure your website's content is formatted for mobile readers.

This means using short paragraphs, large font sizes and plenty of white space so that your content is easy to read on a small screen.

It also means making sure your website is responsive — that is, it automatically adjusts to fit the screen size of whatever device it's being viewed on.

Pro tip - Test out new content on your smartphone

When you create a new blog or page for your website, always make sure that you test it out on a mobile device. This will help you see how it looks and identify any formatting issues that need to be fixed.

A call to action (or CTA) is a statement that tells your website visitors what you want them to do next.

For example, if you're a real estate agent, your CTAs might be something like "Start your home search today" or "Request a free consultation." If you're an e-commerce store, your CTAs might be "Add to cart" or "Buy now."

Your website's content should always include CTAs that encourage people to take the next step, whether that's contacting you for more information, signing up for your newsletter or making a purchase.

Not sure what kind of CTAs to use on your website? Try A/B testing different options to see what works best.

Calls to action are a great way to guide your website visitors toward the next step, so be sure to use them throughout your content.

Finally, it's important to keep your website's content fresh. This means regularly publishing new blog posts, updating your product pages and making sure the information on your site is accurate and up-to-date.

One of the best ways to ensure that your content stays fresh is to set up a content calendar. This will help you plan and organize your content in advance, so you can be sure that you're always publishing new and relevant information.

If you don't have the time or resources to produce new content on a regular basis, consider repurposing old content instead. For example, if you have an older blog post that's still getting a lot of traffic, you could create a new video or infographic based on that post.

Or if you have a popular product that's out of stock, you could write a blog post about similar products that are available.