When you mention website updates many people still think only of website design. What is often overlooked when budgets are being set aside for ‘website update or re-design’ is web content development. Oddly enough many website owners think that it is enough to put the product information developed by the manufacturer and to have a paragraph about how great their company is. In today’s content-driven online world that simply is not good enough. Remember the expression ‘Content is King?’ Well that statement is truer today than it ever was.
Chances are you are not the only company out there that sells the types of products and services you offer. And you may not be the only company that sells products from a specific manufacturer. Or you may be competing with companies who sell comparable products and solutions from other manufacturers. In short, you have competitors. And the only collateral you have to convince your targeted online audience groups to choose you and your solution over your competitors is your online web content, particularly that which appears on your website.
So the first step is to add content development to your website design/re-design budget. How much you need to add to your budget depends on a few factors:
- Do you have existing content that can be cost effectively re-worked? I say ‘cost-effectively’ because sometimes existing content is so poor that it would be faster to start from scratch than to try to fix badly written copy or digital images and document attachments of poor quality.
- Are you completely lacking in content and in need of everything including compelling, search engine optimized sales and marketing copy, case studies or white papers, digital images, and/or digital attachments?
- Does our branding need to be updated to a 21st century look and feel?
- How much research will be required to develop your content? Is it easy for you to assemble the source materials and present them in a usable format to your content development team? Can the content writer get what she needs from you during a conference call with you and your team?
- Do you need to purchase digital images or have digital images taken by a professional photographer?
- Would you benefit from video development? Or do you have videos that require editing or accompanying text?
- Are you willing to invest in the long term benefits of search engine optimization? Content that is easily and accurately indexed and delivered in organic search results by the search engines, particularly Google, opens up all kinds of opportunities for business development like expanding your brand reach and recognition, lead generation, and sales.
There is a lot to consider because web content includes:
- Copy (sales and marketing text, all informational text, strategic calls to action, online forms)
- Images (photos, illustrations, graphical designs, CAD drawings, etc.)
- Branding (logos, graphical design)
- Document Attachments (case studies, white papers, downloadable brochures, sell sheets, pricing, MSDS, etc.)
- Hyperlinks (clickable links that provide access to your web content)
The important thing to remember is that your targeted site visitors are there to interact with your web content because they have an expectation to fulfill: to find and generally acquire what they are looking for. The relevance and quality of your web content impacts what they will do next – click away or engage further. If you fear or loath the thought of web content development speak with a professional – not your shrink but a web content development specialist!
I invite you to read a great blog post by Ron Jones for ClickZ on Web Content Development 101 for some ideas to get you thinking accurately about your web content.
If you’re ready to speak with a professional, give Industrial Web Solutions a call at (800) 399-9859.