12/10/2008
Fix Your Content Strategy with a Web Site Evaluation
Image by jordanfischer via FlickrDeciding what to write about – and where to write about it – are daunting tasks for people responsible for corporate Web sites. One approach I’m finding that works really well is to start with a Web site evaluation. I began offering my own content evaluation program in the hopes that it would lead to copyediting business – tactical tweaking, if you will. Instead, what winds up happening is clients use my critique as a platform to discuss their entire approach to communicating with customers and prospects.
A full scale content review is an easy place to start because it’s tangible. Talking about content strategy in the abstract is difficult. For most clients, it’s easier to picture changing something that already exists than to contemplate creating something entirely new out of thin air.
A second reason this approach works is because it forces the client to explain why each content component was created the way it was. In many cases, content seems to evolve for no particular reason. Page content is often the product of committee compromise, over delegation, or incremental cutting and pasting. In all cases, the Web site’s message lacks cohesion and therefore persuasive power.
Stepping back, considering the elements as a whole, leads to consistency and focus. It exposes content weaknesses and acknowledges strengths. It eliminates off point verbiage and replaces it with important themes. It ensures that each page of the site fulfills a purpose. It changes a site from a noisy conglomeration of Web pages into a symphony.
I feel this approach works so well, companies ought to engage in it once a year. Considering how quickly business moves, is it possible to create fresh content today that’s still fresh 12 months later?
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8 Responses to Fix Your Content Strategy with a Web Site Evaluation
I’ve often wondered that myself, Brad. So far, my site has only been around about 2-1/2 years, but during that time I’ve completely redesigned it twice! Each time, it feels perfect. Ironically, by the time I do it again, it’s perfect again. Which leads to the inevitable conclusion that something about the old site was, well, old!
Sure it’s old to me, but to those who are just coming in for the first time, it’s still fresh. How do you combat the “familiarity” bug? Or is it best to refresh things no matter what?
Just wonderin’ out loud…
Robert Hruzeks last blog post..In Honor of the Unsung
Robert, Good question … On a business Web site, what often happens is business goals change, new products/services develop, the market or competitive landscape changes, etc. All of a sudden the message is out of sync with what the company is trying to do or who they’re trying to talk to. On a blog like yours, do any of those changes occur? I don’t know. The problem I see with blogs is they’re always coming out with new widgets, new widget designs, etc., so you start feeling “old fashioned” unless you have all the “in” stuff.
Brad Shorrs last blog post..Fix Your Content Strategy with a Web Site Evaluation
Brad, it might be fresh but other things are bound to have moved on, so yes I think reviewing it often would be a good idea.
Nice way to talk about the services you offer without a direct sales pitch by the way!
Joanna Youngs last blog post..When Adjectives are Necessary
Joanna, Yes, I’m definitely interested in promoting my services, but genuinely feel this is a good practice whether someone engages me or someone else. It’s so helpful to get an outsider’s opinion.
Brad Shorrs last blog post..Fix Your Content Strategy with a Web Site Evaluation
Brad, I agree that a periodic review and refresh is always needed. In addition to business changes, there is always a need to disseminate fresh information. I think this is one of the reasons people are moving to content management systems as opposed to the traditional static sites. You can update more frequently without the hassle of a major overhaul. I think your service is a great value for corporations and individuals!
Karen Swims last blog post..I Gave at the Office
Karen, CMS is definitely the way of the future. I’ll bet CMS vendors are going to enjoy a prosperous 2009 regardless of the economy.
Brad Shorrs last blog post..Fix Your Content Strategy with a Web Site Evaluation
I definitely agree with you. I think it is difficult to try to change your content strategy at any point in the game. I think that will probably be the hardest part for anyone. Now if you are able to do that than any of your strategies can be changed easily.
Blog experts last blog post..Digg Headlines That Work
Hi Blog expert, True for most people I know. Content seems to stymie a lot of folks, in many cases simply because they don’t like to write.
Brad Shorrs last blog post..Fix Your Content Strategy with a Web Site Evaluation