For too long, content has been the missing link in the web development process. The focus has instead been on the tools, technology and graphics, rather than on the substance.
The Web isnít as much an advertising medium as it is an information-sharing one. When determining what content to include in your site, donít focus inwardly on your company, but rather focus outwardly on the people youíre trying to reach.
While the graphic and technology elements of your site are important, always keep in mind that content is still king. The vast majority of people go online to find information, not to see cool graphics.
Your content must be relevant, timely and written in a style that is appropriate for your audience. You need to provide the information they want and make it easy to find. Your website should guide them along a clear path to the action you are seeking. Content should provide a lot of what a prospect would get from a real-world salesperson.
But few business owners are spending enough time figuring out what constitutes an effective website before they pour money into the project. Time and again, I see small business websites focus their resources on the wrong elements.
All too often the development process puts the cart before the horse. It usually goes something like this: the site will look like this (design), then weíll arrange the pages like this (site structure) and by the way, someone needs to write the words (content). This is backwards.
In an information-driven world, content is not something thatís just nice to have, itís critical.
Just ask yourself Ė what are you most interested in when you visit a website Ė information or images?
When money is tight and options must be limited, go for what produces reliable results Ė content. Focus on the information youíre providing Ė the words on the page. Itís hard to go wrong when your website offers well-organized, well-written content.
Itís not only people who come to your site for information, whether itís about a product or service, that will read your content. Search engines also know that the words on the pages are important. Search engines index the text on your pages and this is a major factor in how they determine rankings.
Benefits of Great Content
We can help you develop the content strategy and persuasion architecture (otherwise known as the site structure) that will result in the most positive visitor experience and help distinguish you from your competitors.