A Web Content Agency

Traditionally, businesses believed that all web designing and branding agencies offered a complete website package – conceptualizing, designing, development, SEO, and web content. Some still think so.

However, over the years, progressive companies have started acknowledging that web content writing warrants a specialist approach because content marketing is about marrying your business message with great editorial instincts. Here, the challenges are many and to make matters tricky, there isn’t yet a permanent mantra for success.

So, if you are planning a new website, or upgrading your existing website, and are looking for content, here are a few things to consider:

Make A Sitemap

Whatever be the objective for creating/recreating your website, the first step is to make a sitemap. It is the foundation of your website. It is the blueprint. When designing a sitemap, remember that your objective should be to educate your readers, and not to ‘just inform’ and certainly not to ‘just sell’.

With that thought being your guiding light, invest time and effort in creating a comprehensive sitemap. Involve all the key stakeholders and encourage them to add details, give suggestions, share inputs, brainstorm ideas, and list out their expectations.

A web sitemap creation requires insights and inputs from your corporate, marketing, sales, business, and HR teams. It is a collective identity. It is a culmination of their vision, experiences, thoughts, strategies, and aspirations.

If required, seek help to understand a sitemap structure, but do not outsource this crucial task. Neither your website agency, nor your content agency should be doing this. Your own people are best suited to create your sitemap.

Tips To Make A Sitemap. Ask Yourself These Questions

  • Why am I making this website?
  • Who is the target audience? What do I wish to communicate?
  • What do I expect from this website? (Brand awareness? Sales? Both?)
  • How am I going to maintain this website?
  • Am I going to add content/update this website regularly? Is the website user-friendly or will I need to depend on a web agency for this?

A website is undoubtedly the primary point of contact for your business. Yes, it is not just an information sharing platform, but also an extremely powerful sales tool. Moreover, it is a ready reference about your company, its products and services, its people, processes, success stories and key developments. However, in cyberspace, you don’t have a swanky brick and mortar office or an enthusiastic sales representative, all you have are words, videos, and pictures, to invite, inform, and to engage.

Ensure that your website is a true representative of your real self.

Here are a few points to remember

Parameter Online Offline

Flow of Information

  • Quick and Efficient – Easy to find

  • Standard ‘Intro-Body-Conclusion’ flow

Headlines

  • Supported with subheadlines and formatted text

  • A single headline is sufficient

Sentences and Paragraphs

  • Need to be short and crisp

  • Can be long-drawn and narrative

Print Resolution (dpi)

  • Low – Difficult to read

  • High – Easier to read

Distractions

  • Readers are often distracted due to social apps, pop-ups, GIFs, and app notifications

  • A reader generally finds a quiet and comfortable space to read

Speed

  • Readers look forward to quick reads (snack-y content) and fast information

  • A reader generally sets aside a dedicated time to read printed stuff

Referencing and Further Reading

  • Flexible – Can hyperlink to other online sources of information

  • Rigid – Needs to be all inclusive

Target Audience

  • Can be anyone, using any device, to access the World Wide Web

  • The key characteristics of the TA are generally known

Acquiring Audiences

  • Content needs to be optimized for both, readers as well as search engines – this aids discoverability

  • Content needs to be informative and engaging – distribution is someone else’s job

So, the next time you decide to copy-paste your brochure content on your website (or vice versa), remember these challenges your readers will face, and refrain from doing so.

Did you know? The attention span of the average Internet user is just 9 seconds per page!

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