VOL 2: Strategies for Website Content: Smart, Bite-Sized Wins for Small Business Owners
- Dina Liberatore
- Jul 1
- 4 min read
Strategies for Website Content - Series: Volume 2
Become the trustworthy guide with clean navigation and video story telling.
In Volume 1 we talked about starting strong online with consistent branding & local listings that build trust. This volume we are getting more into how you can build confidence and trust through great user experience and video storytelling, with these strategies for website content. I know solopreneurs and small business owners often feel they must “do it all” online, I feel that way too. The good news is, you don’t need a huge budget or a huge team to improve your digital presence. By focusing on a few high-impact, low-cost strategies, you can strengthen your brand online and reach more people without overwhelming yourself. Below is a structured guide of actionable tips (with examples) that you can start implementing today.
First, we must ask, are there really low-cost ways to improve traffic?
Yes, but "low-cost" always has a tradeoff. Don't forget about the iron triangle. The practices outlined below will help you save money and increase traffic, but they will not necessarily help you save time.
Below is a structured guide of actionable tips (with examples) that you can start implementing today. These tips are designed to be practical and easy to understand, enabling you to integrate them into your workflows.
Guide to this post
Tips 5 and beyond in upcoming volumes
Conclusion
Tip 3: Simplified Website Navigation
Keep it clean and intuitive: A simple website navigation helps visitors find information quickly and keeps them on your site longer. Limit your main menu to a handful of clearly labeled tabs or pages (for example, Home, Services, About, Contact). Too many menu items or confusing labels can overwhelm visitors; simplicity guides them to what they need.
Use descriptive, user-friendly labels: Ensure each menu item or link is self-explanatory. For instance, use “Contact Us” instead of just “Contact” if you have a contact page, or “Pricing” instead of a vague “Learn More.” Clear labels tell visitors exactly where each click will take them – reducing guesswork means they’re more likely to explore further instead of giving up.
Make it mobile-friendly: With over 60% of global web traffic now coming from mobile devices, your navigation should work great on smartphones. Use a responsive design or simple drop-down (“hamburger”) menu on mobile so visitors can easily tap through pages. A smooth mobile experience (fast-loading, easy-to-read text and buttons) will keep mobile users engaged rather than frustrated.
Local Example: City Sweats refined their website navigation to reflect the calm, curated experience they offer in their wellness studios. Instead of overwhelming visitors with too many choices, they focused on a few clear, high-impact sections: Services, Locations, Gift Cards, Online Store, and Who We Are. Deeper content—like team bios, FAQs, and blog posts—is thoughtfully nested within those main categories. This structure makes it easy for new visitors to explore offerings like infrared sauna or cold plunge therapy without getting lost, while still giving returning clients quick access to booking and membership options. The result? A site that feels as intentional and restorative as the services they provide.
Tip 4: Leverage Video Content (Embed Videos for Engagement)
Embed short videos on key pages: Video is a powerful, low-cost way to enrich your site or profile. Consider adding a brief welcome video on your homepage or a product demo on a services page. Visitors tend to spend significantly more time on pages with video – on average, having a video can keep people around about 2 minutes longer than text alone. This extra engagement can make the difference in converting a casual visitor into a customer.
Host videos for free and embed: You don’t need expensive video hosting or production. You can record a personable intro with a smartphone, upload it to a free platform like YouTube or Vimeo, and simply embed the link on your site. This way, the video content loads smoothly (hosted by YouTube) and adds value to your page at no cost. Many solopreneurs also share these videos on social media for double usage.
Show personality and value: Use video to put a face to your brand or to explain something in a friendly, quick way that text can’t. Even a 60-second clip of you introducing your services or showing a before-and-after of your work can build a stronger connection. It doesn’t need to be Hollywood-quality – authenticity and clarity matter more than high production value for this purpose
Local Example: TechFit Studios brings its mission to life by showcasing real people and real results across its digital presence. Instead of relying solely on text, they feature video testimonials and behind-the-scenes content that highlight their inclusive, community-driven approach to fitness. These authentic glimpses into the studio’s culture help potential clients feel connected before they ever walk through the door. It’s not just about workouts—it’s about belonging, and their website reflects that beautifully.
Conclusion:
Small tweaks can lead to big changes—especially when they help people find what they need faster or connect with your business on a more personal level.
Simplifying your navigation isn’t just a design choice—it’s a signal that you respect your visitor’s time. And embedding a short, authentic video? That’s an invitation to build trust before a single word is exchanged.
If you're starting to see your website less like a digital brochure and more like a living, breathing extension of your brand—then you're on the right track.
In the next post, we’ll tackle a few more small-but-mighty moves, like optimizing free tools you already have access to and showing up with consistency across platforms. Slow and steady wins the digital race.
Which of these website content strategies will you try first?
Good luck and see you online!
Thanks for reading!
My name is Dina Liberatore, I’m the founder and lead designer behind Idena Designs, based in Bremerton, Washington and proudly serving Kitsap and Pierce Counties. I help small businesses and entrepreneurs grow their website traffic and build digital systems that feel effortless, not overwhelming. From brand clarity to launch-ready workflows, my mission is to bring peace to the process and strategy to the vision—so your business shows up online with purpose and polish.
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