6 Steps To Planning Content For Your New Website

Nov 08, 2016


As you know building a website can be challenging although you look at design and think it needs to be amazing, content is key.
If you don’t appeal to your readers in a way you can connect with them the ‘stickyness’ dissapears and the chances of having inbound enquiries starts become remote.

To help you decide how you could plan your website content check our handy guide below.
1. Evaluate Copy – The first thing to do when creating your new website is to evaluate your current copy.
Ask yourself three questions.

* Is the content correct or still accurate?
* Is anything missing?
* Is it useful to my readers?
Making sure things are correct will help guarantee you have no incorrect information.

Your business has most likely changed since you first created your site, and you may need to include additional services. Defining a clear and specific purpose for each piece of content will help ensure that you are giving people something of value to read.

2. Determine Your Target Audience
Before deciding on what content to include on your site, establish who constitutes your website’s target audience. Understanding, or at least identifying, who you are speaking to will help provide clarity as you plan the remainder of your content.

This will also allow you to gauge whether or not information is clear or even necessary. It may help to develop primary, secondary, and even tertiary audiences to make sure that you take into account all of your visitors and their individual needs.

Personas one or two will help you decide who you are speaking to and what you are speaking about.

3. Use Storytelling Versus ‘Storyselling’
You may feel that your website is a chance to “tell your story.” Instead, it should tell the stories of others who have benefitted from using your products or services.

Avoid going on and on about how wonderful your business is. Instead, provide evidence or results. Use language that is familiar to your target audience, not industry-specific terminology.

Appeal to their problems by explaining your product or service as a solution. Provide clear benefits in easy-to-read bullets instead of verbose paragraphs. Making your content user-centered meets users’ needs and tells their story instead of just yours.

4. Make the Copy Action Oriented
Encourage people to take action once they read your copy. Whether you want them to call you, message you for more information, or buy a product online, tell them what their next step is at the end of your copy. Providing an email address or links to your contact page gives them an easy action to take while your business is still top of mind.

5. Give the Copy Visual Appeal
Break up your text up with supporting images, charts, or illustrations. Also, because most people will not read all of your copy but will scan through instead, separate it using larger pull quotes or testimonials, as well as bulleted lists. In addition, keep your paragraphs short and use sub-headings to divide sections.

6. Set Deadlines
Although it’s easier than ever to edit your own website copy with a content management system like WordPress, this can be the enemy of completing and launching your new website. You will need to set concrete deadlines to make sure your project stays on track. Grouping content creation activities into relevant chunks ensures that you complete tasks on time.

Starting with the about section helps set the tone for your copy and assists in determining what key differentiators to focus on throughout the site. Save the smaller, less copy-heavy pages like contact and locations for the end.

Set initial copy deadlines for your team, schedule reviews by all stakeholders, and, finally, determine when to input all copy into the site.

Not sure how you can work with your current web copy and turn your site into a inbound machine?.

Contact Tom today to see how we can help.

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