What makes website content worth reading (and sharing)

We’re constantly surrounded by information. But as a small business owner or marketer, you’ve probably noticed that not all content is created equal.  

Some pieces genuinely answer questions, build trust, and drive action. 

Others… just take up space.

So, what actually makes content helpful? And how can your business stand out by creating it?

Great website content solves a real problem

To put it simply, helpful content is about solving a problem your audience actually has. It’s not fluff, filler, or keyword-stuffed noise. 

Good website content speaks directly to a pain point, a curiosity, or a challenge your ideal customer is facing.

Before you write anything, ask yourself:

• What do people struggle with in relation to my product/service?

• What questions do I hear over and over again?

• Where do customers typically get stuck?

  
  

Great content doesn’t just talk about a topic. It delivers answers and next steps.

Great website content is clear, not clever

Keep it simple! You don’t have to use big words or industry jargon to impress. 

Helpful content is easy to read and digest. That means:

• Short paragraphs

• Straightforward headlines

• Simple language

• Bullet points when appropriate

  
  

If your audience can’t understand or follow your content quickly, they’ll click away — no matter how insightful it is.

Great website content is written for humans, not algorithms

Yes, SEO matters. Of course! But the days of writing just for Google are long gone. Fun fact: Google now prioritizes content demonstrating experience, expertise, authority, and trust (E-E-A-T) — all things that resonate with real people first.

To make your website content truly helpful:

• Write in a tone that sounds like you

• Use real-life examples or analogies

• Address the reader directly (“you,” “your business”)

• Back up your claims with sources or data when needed

  
  

If it feels like you’re writing an answer to a friend’s question, consider yourself on the right track.

Great website content respects the reader’s time

People are busy. They want answers fast — without digging through 15 paragraphs of backstory.

Here’s how to respect your reader’s time:

• Start with the most important takeaway

• Use formatting to guide the eye (headings, bold, bullets)

• Avoid clickbait or misleading intros

• Provide actionable advice, not just theory

  
  

Great website content builds trust

The most helpful content doesn’t just inform. It also reassures the reader. It builds credibility and invites your audience to come back for more (and more and more). Over time, helpful content becomes a reflection of your brand: generous, trustworthy, and reliable.

You can build trust by:

• Being transparent about what you know and what you don’t

• Sharing customer experiences or case studies

• Offering real solutions, not just a sales pitch

Yes, there’s a lot of content out there, but the pieces that actually help are the ones people remember. 

When you focus on solving real problems, answering questions, keeping things clear and to the point, and showing up with honesty, your content starts to do more than perform — it connects.