Every so often a new client comes to us confused about why their site isn’t getting the traffic they expected. They’ve just has a complete redesign, their site looks great, and their user experience (UX) seems on point, with logical flow and smooth navigation. And sometimes we can tell what’s up with just one quick glance: words. Or more precisely, lack of words.

Minimalistic website design is in right now, and for good reason. It’s easier to make a minimalistic site mobile-first so that it works nicely on small screens, accessibility is better with fewer distractions and simple color contrast, minimal design often loads faster, and a simple layout is easier for customers to navigate.

But there’s a big difference between minimalistic design and minimal content, and it seems many website design businesses don’t understand that difference. They design beautiful sites, and to them that design is more important than the site’s content. In some cases, we’ve seen designers literally change SEO content so that it will fit more neatly into the design elements they’ve decided to use. This can be a fatal flaw to your website’s SEO success!

Hands down the most important things your website needs to do is help potential customers understand who you are, what you do, and why they should choose you to do it. This is done through strong headlines and concise, understandable sentences and paragraphs; you know, words! And it’s not only visitors who need this information, this is also how Google and other search engines decide whether your site should appear on the first page of results, or back in the no-man’s land of page 10.

Adding high-quality, well-written text to your website is one of the fastest, most effective ways to improve both your search ranking and customer engagement. Let’s look at why.

Search Engines Need Words

Search engines like Google don’t view your site the way people do. They don’t “see” design, colors, or images the way a human does. They read your content. Every paragraph, headline, caption, and bit of image alt text informs them what your page is about and whether it’s relevant to a particular search query.

If your homepage title says “Welcome to Evergreen Pro Plumbing” but has little other content, Google has no real idea what your company does beyond the basic term “plumbing.” Do you install water heaters and/or repair leaks? Do you have a 24-hour response to emergencies? Do you handle residential customers, commercial customers, or both? But if your content clearly states that you provide 24-hour residential and commercial plumbing repair in the Denver metro area, it helps Google (and your future customers) understand what you do, where you do it, and when you’re available.

Descriptive, well-structured text helps search engines connect your business website with the right searches. That means you appear in front of the right people: those who are actively looking for what you provide.

Good Content Helps People Too

Obviously, adding more content to your site isn’t just about ranking higher with search engines. It’s also about making your website more useful to potential customers. When visitors go to a business website, they’re looking for answers about the company:

• • Can they help me?
  • Do they serve my area?
  • How much will it cost?
  • Why should I trust them?

Detailed, well-written copy builds trust and confidence. It shows expertise and professionalism, and it keeps visitors on your site longer because they’re finding what they need.

The longer someone stays on a site and reads, the more likely they are to take an action, whether that means filling out a contact form, requesting a quote, or making a purchase.

Engaging content can turn a browsing visitor into a buying customer.

Quality Over Quantity

All this talk about the importance of content does not mean you should cram your site full of keywords or write a bunch of extra words just for the sake of it. Search engines and customers are smarter than that, and your site is not a school paper with a minimum word requirement.

Focus on clear and natural writing. Every page should have a purpose and answer a specific question your customer might ask. For example:

• • Service pages: explain what you do, who it’s for, and what makes your business better.
  • Product pages: don’t just describe features, talk about how they benefit the customer.
  • Blog posts:  educate and inspire customers or discuss solutions to potential problems.

Every page on your site is a conversation with a potential customer. Your goal isn’t to impress search engines, it’s to communicate clearly and honestly to customers. If customers are happy with what your site gives them, Google will be too.

Where and What to Add

Wondering where to start and what kind of content to add? Here are some easy pointers to strengthen your site:

1. 1. Home Page: Your homepage should introduce your business, summarize what you do, and highlight your main services or products. Don’t be afraid to include a few short paragraphs. This is your chance to tell potential customers all about your business!

1. 2. Service and Product Pages: These pages are often the biggest missed opportunity. Write detailed, helpful descriptions that answer questions, and be sure to include phrases your customers actually search for, like “how do I rank higher on Google?”.

1. 3. About Page: This is where you have a great chance to instill trust. Share your experience, your values, and what makes you different than the competition. People want to work with businesses and people they feel good about!

1. 4. Blog and Resource Sections: Blogs give you the ability to have a deeper discussion with your clients. Answer common questions, explain how things work, and show thought leadership. Every post you make is another door into your website for search engines to open.

1. 5. FAQs, Testimonials, and Case Studies: These are ways to add real-world evidence and naturally include search-friendly terms without sounding like you’re trying to.

How Fast Can You See Results?

Unlike paid ads, SEO improvements take time. But adding more text can help your site improve in search results surprisingly quickly.

When you add new content, search engines re-crawl your pages and recognize appropriate new keywords and context, and this can often improve your rankings within a few weeks. More importantly, you’ll notice visitors are spending more time on your site and engaging more once they arrive.

Even just a few extra paragraphs per page can make a huge difference in how your site performs and how visitors respond.

Write for People

The best SEO strategy starts with writing for humans. Search engines reward websites that answer questions, offer value, and communicate clearly to searchers.

If your website feels “light,” confusing, or incomplete, start by adding content that helps people understand you better.

Because when your website visitors understand you, Google will too.