Website content strategy is a critical component to the development of your website. Remember to break your overall website project into categories so that you don’t turn into a mouth hitting a light bulb. Creating or reworking a website can be a daunting task but if you organize yourself you will stay on point. The purpose of this article is to help you with some of the main components that you or your webmaster need for content. Keep in mind that there is a significant difference between a web designer and a marketing web designer. A web designer typically has great qualification when it comes to how pretty your site will be but may lack significantly in other skills.
If you want your WordPress website to be successful make sure you are well versed in search engine optimization, plugins, security, mobile applications. That is a scratch on the surface from a technical standpoint. If you are not comfortable with any of these items make sure your web developer is. A website is a significant investment and you need to cover all aspects of its functionality. Not just how pretty it looks.
So here we go. Let’s take a look at some key items and how you can plan out the initial sets of content you will need.
A key item to start with is your home page. Many WordPress themes have widgetized home pages and others have column type layouts. No matter what you and your webmaster have decided upon it us up to you to have a clear understanding on what your content needs to be. A website visitor should not have to guess who you are or what you do. This needs to be clearly outlined above the fold. So above the fold should have your business name and tagline. Do not get too crazy over the size of your logo and its placement. Most current HTML5 designs place your logo in the header and it occupies very little space.
Old school approaches focused on the logo but because consumer trends continue to shift towards search via mobile you must not be concerned about your logo. Be concerned about the message and make sure that when you are reviewing above the fold content that you are viewing it from a desktop, tablet and smart phone perspective. If your webmaster can’t provide those views then perhaps you need to rethink your strategy sooner than later.
Below the fold items can vary depending on your message. Your webmaster is usually not a mind reader so provide them with some samples of what you like and what you don’t like. Share your competitors sites with your webmaster. I have even seen some artsy people use digital white boards or something similar to outline what they want their home page to look like and share that with their web developer. All that is great. However one of the most important items is the actual content. That brings us to the umbrella message.
This is the tough part. When a business is asked what their umbrella message is they often struggle with it because they honestly don’t know. They may have multiple products and services and it can be hard to summarize. Since your potential website visitors have a shorter attention span than a Goldfish you absolutely must figure this portion out. If you were in a board room and the group you are in front of gives you thirty seconds to sell them on why they should do business with you, could you do it? With an average marketing conversion rate of less than 5% an any given item on your website you absolutely must provide this for your customers. This drops your bounce rate and encourages them to start moving on to other sections of your website. This does not mean you should not highlight what you do. What you do and why you do it should appear to be symmetrical. You are appealing to different aspects of a consumer’s brain. Your marketing webmaster could be installing heat map technology to help understand your website visitors behavior. If your webmaster does not know what this technology is well…….. (take another moment to ponder on this)
Next up in your website content strategy is your keywords. This next step should not be intimidating. I want you to focus on these key items. How do your customers describe what you do? I did not say YOU describe what you do. Exactly the opposite. What do they say to you on the phone, via text or email, and/or interactions on your social sites. These are amazing clues to help you understand your keyword strategy. There will be plenty of opportunity to adjust this as you receive data on your website traffic. Google will also help you with keyword prompts. Type some of your main keywords into a Google search and then hover and see what Google populates for long tail keywords. Jot those down into a spreadsheet and look for ways to use the relevant keyword phrases in your content. This will help as a reference to watch for trends and changes as things change for your business.
About Us Page
You cannot skip this step. It does not matter how big your company is or what you think of yourself. It does not need to be lengthy and it does not need to be personal. For a small business it is a nice feel good item for your prospective clients to get to know you by. How did you get into the business? What inspired you? What are your goals? Where are you located? To make it simple, review other websites and companies you admire. You admire them for good reason. See how they talk about their company and their team members and then craft something on your own.
Contact Us Page
Your website images mean the difference between locking in a solid first impression or someone quickly bouncing off of your page. Your marketing webmaster should know how to optimize your images for faster load time. Faster load speed should not be so much of a priority that you lose out on image quality. There is a balance between the two. You also need to choose images that represent your brand effectively. Stock photos will look like….well…stock photos. Not there is anything wrong with them. We use them often for clients. However you can never replace action pictures of what you do. Take some time. Use a quality camera. Plan out your shots. Give your webmaster enough image content to work with to see how it will layout well on your site. As you go through this phase you will want some options to review.
Website Content Strategy – Summary
Realistically this post could easily hit 4000+ words but this should give you a decent start. Your website content strategy should focus on your fundamentals and do not get too hung up on the process otherwise it will take you seven acts of congress and a few hundred sleeps before you ever have your site up. With WordPress web design it is quite easy to make adjustments as you and your marketing group see the need for change.
If you have any thoughts on this topic feel free to share below.