Nigel Wilkinson
Managing Director of Daneswood. Nigel has been in sales and marketing since the 1980's and run digital marketing agencies since 2000.
If there is one thing that delays a new website going live, it’s the content. This is, without a doubt, the biggest problem for most websites. Gather a group of web developers together, and I guarantee that within 10 minutes, they will be discussing the problem of getting content from clients.
So, how do you solve this problem? Well, not surprisingly, the answer is in the Planning!
Plan your content early and be realistic about what you can do and what you are trying to achieve. You may have a good camera on your iPhone, but professional photography will generate more sales. Can you shortcut the process by getting great images from your suppliers? Will stock images work, or will they fail to separate you from your competition?
Have you got the time and experience to write pages of compelling copy, or should you hire an expert? Will video enhance your website, and how will it be created?
The more thought you put into what content your customers will want to see before buying from you, the smoother the website build will go and the more effective it will be in delivering your strategy. Think about the imagery you will use and the headline. Remember, you have only a few seconds to grab their attention and persuade them to read on.
Ensure that your image or images, the Headline, and the Strapline will appeal to your Buyer Persona. This stage is vital, get it wrong, and 99% of visitors are gone in under 8 seconds!
The Headline and Strapline should instantly show visitors that you understand their problem and that you can provide the solution. Remember, at this stage, the website is all about them, not about you and your company. Think about your persona’s key problem and motivation and match this with your Values and Unique Selling Point.
Talk with your web designers about what content you need, what will work most effectively, and what help you will need to get that content organised on schedule. The earlier you plan, the quicker any gaps can be identified and addressed.
For more detail on planning your Website Content and creating a website that elevates your business, download our free guide – we don’t ask for your contact details – you can find it here.