Content and Web Design
Andrew Tuzson – Founder / CEO
Some have said before that content is king. When targeting customers, when performing better in search engines, when engaging and keeping website visitors, content is said to reign in these places. All of these areas do rely on content and in a sense it is a bit of royalty when to comes to making sure you have a strong web presence. As with everything else here, however, it is part of a puzzle that must be constructed.
Hemingway himself could have written your website (which is impressive in its right) but no matter who creates your content, if it doesn’t fit with the other components, it is going to fail. Also, and I am a writer so saying this makes me cringe a little, but written content isn’t everything. There is more to content than just throwing the right words on the page. Good writing does matter to your content platform, but it is other things.
Content can include some facets of expressing the message you want to share with your target audiences. Content does matter because it helps establish your expertise. It takes your brand and design and uses these platforms to generate further interest. Content does matter, but it must be great for your web marketing engine to flex its power. Let’s peek a little further into our content on content.
What is content? Well as said above, content is quite a bit. It is everything from the written words you are using in your biography to the pictures you take that showcase your team. Content can be sentenced and well-structured paragraphs to the very headers you use in each of your sections. It is seen through videos to online graphics to the logo you use on your pages. Content is everything that helps your visitors understand who you are, what your company does, and why they should hire you or utilize your product and services.
The best content is honest. Above all else, content should be truthful. It should fit with your brand. It should sell you without coming across like a used car salesman. The worst copywriters and content creators I know are the ones who try and “trick” the audiences or demographics to use their services. Good content never tricks someone. It tells the story about your company and product in a strong enough manner that your audience feels like they must make the decision to use or buy from you.
The content also changes depending on your audience. A good website, well designed for your audience, meets them with a variety of content. It uses pictures and videos. It ties together graphics and words in a beautiful way. It creates a wonderful tale your audiences love engaging with.
Why Content Must be Relevant
Content changes quite a bit but above all else, it must be relevant. It must be what your users want and what they need to answer their questions. Imagine, you go on Google to find information about a recipe. You want to make guacamole with a little kick. You search for recipes and the first page you come to tells you they have the best guacamole recipe around. You get excited, and you click the page. You pull it up, ready to chop some avocado and tear into those tortilla chips. The page you open, however, it doesn’t lend itself to your guacamole desires. What it does try to sell you is a new brand of salsa that goes well with guacamole. You likely feel confused. At the end of the day, you feel lied to by this site and won’t visit again.
Now you might be thinking this example is extreme. And it can be. But when people search for a certain product or service, that is what they want. The same is true of your page. If you are exploring a certain topic or offering a service, you must be certain the information you are providing answers the user’s questions. Far too many times people get lost, they don’t find the information they need or the content they look for are improperly buried at the wrong places on a website. These lacks of relevance drive people away from your website.
Content changes as well because it must be relevant to the question at the time. People need to be able to answer their questions by best engaging with your content. As things change, as your industry evolved, as your business grows, it is important to tailor your content again. You have to be willing to change as needed, frequent and often, to best create the meaningful content engaging to your users.