Talk about the possibilities for your users
Many SME have an issue in their corporate communication. They build the content and information architecture by themselves or hire a small agency without digital experience. The result: A lot of websites describe products or services just in a technical way. Or even worse: The description is even not understandable for customers.
This seams pretty obvious, but try it by yourself. Check some SME websites.
What can they do better?
Try to think of your customers perspective. How does the (work)life change with the product or service? What are the benefits and what problems does it solve?
Key-Takeaway: Change the perspective and try to think what a customer is really interested in and not just what your product can technically do.