How strategic is your website?
Websites live and die by how they treat the businesses they represent. If a site respects its business, it bows to its needs and doesn’t get swept away by glitz and glamor or buried under weighty words.
The best way we’ve discovered to do this is with Web content strategy, which takes the essence of a company and makes everything else accountable to it. In our experience, it’s the only effective means of tying together design, structure and functionality so that your website makes sense to people.
A website is the public face of your organization. The substance of what you do should be front and center. But people can get sidetracked by look and feel, seduced by cool apps, and bogged down in the words. Once you let content strategy drive a website, you have a much better idea of what to pick and choose from.
It’s so obvious that it sounds, well, obvious. But not a lot of people think this way.
What do users want?
People come to the Web to get information or complete a task. They don’t care so much about the history of your company, the awards you’ve won, the background of your people, or what you want from them. They really only want to know:
- if you have what they need
- how much it will cost
- how quickly and easily they can do business with you.
What content strategy does for you
This approach organizes everything on a website to meet the needs of its site visitors. It helps identify a site’s purpose and tailor everything to it. It infuses a website with a consistent message, an authentic voice, and the most useful functionality for taking care of business.
For new sites, the process eliminates guesswork and the endlessness of trial and error. On existing sites, content strategy locates deadwood that needs to be cleared away, pages that need to be pared back, and content that can be consolidated for optimal effect—as well as gaps that need to be filled. But wherever it’s applied, its main value is finding the good stuff and recognizing it for what it is: the value an organization brings to the world.