Put web content before website development & design

Content is the currency of the Internet. No matter how clever, graphically beautiful, or technically impressive your website, it exists to convey information. Despite this, website content is often an afterthought.

A website should look great and it does need to work smoothly, but the Internet is not a beauty pageant. Your website is a marketing workhorse not a brand decoration.

Graphic design, technology and SEO (search engine optimization) have one purpose. They exist to showcase your content.

Your website is your content

Content is the driver, not the disinterested back seat passenger. Its job is to attract your ideal prospects and bring them to the information they are looking for. Then it should serve up other enticing morsels designed to develop deep and lasting connections with the right visitor.

From videos and blogs to case studies, reports, apps, webinars, slide decks, infographics and so on, your content comprises the documents you create to communicate with your customer.

Ultimately, your content funnels the site visitor from what they want to do into the actions you want them to take. For example, do you want them to buy now or to sign up for your lead nurturing campaign.

Great content is great SEO

High quality content is not just for people. It has to cater to Google and its frequently changing algorithms. Your content is what really determines your success or failure in organic search. Meta tags, semantic mark up and other tactics exist to draw attention to your content.

Why is content an afterthought?

Website content is difficult, messy and complex to create. It is without doubt the most challenging part of any website project.

Generally, as a web project’s launch deadline approaches (and often passes) marketing managers and site owners scramble to cobble together words and shoehorn them into a website layout designed for good looks.

Why is website content writing so difficult?

• There are often many stakeholders.
• It is prone to “writing by committee” syndrome (never a good creative direction).
• Content review is time-consuming and often dull.
• Most people don’t enjoy writing.
• It is difficult to write for your customer/site visitors instead of yourself. It is not about you!
• You need lots of content.
• Writing for the web is challenging. The web has its own rules and engagement practices.
• There is a lot at stake.
• It is never once and done, but an ongoing challenge.

How do you create great website content?

Creating great content requires up front planning — before any work begins on design — and stellar copywriting.

Great content can do great things for your business.