Content

Excerpt from Webplicity - The Critical Guide to Successful Web Strategies by Bill Young

After you’ve completed your analysis and have a good understanding of the user’s behavior, the scope of work, and the technology options, you need to evaluate the content for your Web project. For our purposes, content includes text, graphics, pictures, and specific tools. Content is what makes a new site effective or ineffective. Quality content increases repeat visits and raises the level of trust with users. Content on the Web should be simple and concise. If you do not know what your visitors want, ask. A clear understanding of what your content should say (copy), and how pictures and graphics will enhance the presentation, will increase the success rate of your redesign.

Identifying Proper Content
Gathering and creating content can be one of the biggest challenges of a redesign. BMG had many user groups to which to match content, and the new content had to be in-depth and user-friendly. They knew that just utilizing the existing content and simply giving it a face-lift would be an ineffective solution. BMG’s content had to be straightforward, concise, and relevant. If the content for your Web project is unclear, don’t start your project. BMG knew where some of the new content would come from, but they had to match the user’s goals to specific content areas. This required user feedback, and careful consideration of the responses. By taking the proper steps, you will know what type of content should be created. Use the following guideline:

Step 1: Create a content outline
Step 2: Assemble the proper materials
Step 3: Brainstorm with your staff on content areas/categories (ex: customer service resource center)
Step 4: Think in terms of quick sound bites
Step 5: Prioritize ideas
Step 6: Create a task list
Step 7: Implement the proper content

Content Sources
If you lack key content research services, search for sites that provide content related to your industry or topics. These are often referred to as syndicated content streams. This type of content is provided by other sites, for use on your site. You can simply place a few lines of code and content is delivered. The linked service provides the content to your site automatically with no need for maintaining the code. The content provider either charges you a fee for using the content, or they receive traffic from your site via links placed directly in the content. Interestalert.com will pay you for adding a news feed to your site. There are many free services and budget sensitive options. For example, www.7am.com provides specific news content, while www.1afm.com provides free content. Another great resource is www.yellowbrix.com, providing industry specific news and updates.

Content Inventory
BMG identified what content would be important and created a content inventory. They utilized an excel spreadsheet (a database works well, too) to keep it organized. They created a check-list of the existing content, taking a hard look at each content area, and asked:

“What’s missing?”
“What still needs to be created?”
“How long will it take to create?”
“Who needs to create it?”

Web Copy
One of the most difficult and most important areas of content is the copy. It can be costly to create copy in time, finances, and resources. If you need to create content, designate a qualified internal staff member to do the writing or outsource the copywriting to a qualified copywriter. Poorly written copy reflects on your company’s professionalism. Don’t give your users any reason to doubt you. After designating the copy provider, establish a schedule to keep all personnel on track.

Writing copy for the Web is different than other marketing channels. There are several differences, but one thing remains constant – focus on the user. What will be important to them? What will improve their chances of making a purchase decision? What type of copy will bring them back for another visit?

According to one expert, you should only write 50 percent or less of the text you would have used in hard copy. Only give your user the most pertinent information. However, be detailed when necessary, and make sure your potential customers understand the products and/or services you’re offering. The Web is no place to display the full content of a book. Most users go to your site for quick, specific information -- not the history of the product. Providing quick bullet lists whenever possible keeps the eye moving yet highlights key points in your copy. Keep the following tips in mind for the text of your Web project:

Break pages up into short blocks.
Many users become frustrated when they must page down continuously. Under no circumstances should you allow your users to become frustrated. Use different sized fonts to show important comments, and hypertext to break up pages and split long sections or tedious information. Most pages should have similar formats regarding paragraph set up, font type and size, and overall text look and feel. If customers think they’ve linked to a different site, then they may not come back. Web pages should have a consistent amount of text on each page.

Double check, triple check, and have every resource at your fingertips look at the site for misspellings and errors.
One secret to decreasing misspellings is to copy all your Web text into a Word document and hit the spell check button. Misspellings and errors cause your visitors to lose confidence in your company; Proper grammar is also critical. It can’t be emphasized enough that your Web copy must be written by a qualified professional.

Focus the words on customers and how your service/product helps them.
Stay away from “I” and “us,” and concentrate on “you” and “we.” Keep text positive and forward-thinking, but not exaggerating. Offer convincing words that list the benefits and your company’s enthusiasm for the business.

Graphics and Pictures
The second category of content is graphics and pictures. First, utilize internal pictures/graphics only if they are of high quality and/or professionally done. New marketing material typically contains the right pictures and graphics. Make sure the ones you use for the Web match the offline marketing and branding packages (same feel, colors, look, consistency, etc.). Second, there are many types of libraries and online tools to capture the appropriate graphics/pictures to match your project. Perform a search on the Web with the key words “free Web graphics.” You’ll find plenty of libraries offering free or modestly priced graphics and pictures of the right quality. Also, invest in a subscription to an online library to purchase pictures/graphics, as you need them (www.corbis.com is a good example).

BMG realized through the blue printing process that quality content is important to visitors returning to their site and in creating the perception of expertise. There is a fine line between too little content and too much. Understanding your content needs during the Blue Print Phase will confirm whether the project schedule and timelines are realistic.