Website content is important for your existing customers as well as your potential new customers.  

The clarity of your content is just as critical as the quantity. If you can’t break down the subject sufficiently to make it clear to your readers, you may not really understand it yourself.  Explaining and making your content understandable is the skill of a good content writer and if you aren’t that, you should seriously consider hiring out.  It’s OK to include some of the scientific language or jargon of your field, but consider your audience.  

On the flipside, if you explain in too much detail, the reader will get bored and move on.  Just because you’re a small business owner doesn’t mean that your bigger counterpart has a better website with better content.  Big businesses can have bad websites; this is a surprisingly common occurrence, based on their content.  They sometimes feel they don’t have to spend a lot of time on the content because their brand is so well-known.  And that may be true – for them – but spend some time on your content and you will increase your business based on the knowledge your customers receive from your site.

So, think about ways to engage with your customers.  Sponsor local community events, keep engaging socially with potential customers and plan your website content accordingly.  It will pay off in the end.