Developing content for your website
There's nothing like a clean slate to start with.
When you decided to get a website for your business, you probably didn't consider that you would need to come up with ALL of the content to fill your website in. This can be a very daunting job!
Try answering some of these questions to get yourself started.
- What services do your clients/prospects most want and need?
- What are the core strengths of your organization?
- How do people feel after they use your services?
- What are your customers trying to accomplish by using your products/services?
- Describe your typical customer (needs, desires, preferences, fears, pain, etc.).
- Who is your competition? (come up with at least 3-5 competitors)
- What sets your company apart from others in your industry? Is there a unique aspect to your company that you could use as a point of differentiation?
- Do you have an existing tagline, slogan or brand statement? If not, do you think you should create one?
- How do prospects find you?
- What are the central keywords/trigger words that prospects might use to find you online? (I.e. what words would your target audience use to describe the key products/services/information you provide?)
- What is your target location (international/national/regional/state/local)?
- What should constitute a successful visit on your website?
Do you already have an "old" site that you're transferring data from?
Here's a test of your current data that might be useful in tranferring your current content:
- IDENTIFY client "personas." Define concerns, drives, roles, etc.
- QUESTIONS what questions would personas ask during each stage of buying process?
- ANSWERS answer those questions.
- AUDIT critically audit that content to weed out good & bad questions and answers.
- MAP map remaining content to current site content available.
- IDENTIFY find the holes, and the content currently missing.
- CREATE fill the holes with the new content.