I know it’s a temptation to want to move forward quickly when adding pages or new sections to your website.  But, it is really important to think about content and message before moving full speed ahead.

Before creating content,  take the time to answer the following questions.

  • What is the goal of this page or section?  Thinking through this question will not only help you determine the purpose but also the necessity of adding a page or section to your site.  It is necessary?  Is this information better handled elsewhere?  If this is the best place to add this information, what is the key point that you want to make.
  • What is the one thing that you want your reader to understand after they have read your copy? Skimming and scanning is the way web readers review content online, therefore, make sure that the design and copy of your page focuses on the key point and supporting points in a succinct manner.   Use headlines, subheads and bulleted copy for easy reading.  If applicable, visuals such as photos, video or slide presentations are helpful and can hold your audiences attention longer if they relate to the needs of the audience.
  • Who is the audience that this page or section is targeting? Knowing your audience and their goals, needs, ways of working, and their environments will help your site resonate with your audience.  Research, as much as you can, about your audience including who they are, where they are, major characteristics, their questions and their concerns and ultimately how what you are providing meets your audiences specific needs better that your competitors.
  • What phase of the buying cycle is the page addressing?   The buying cycle includes 6 distinct stages–awareness, interest, research, desire, user and evangelist.   Where does the audience you are targeting fit and what stage of the buying cycle are you focusing on?  I know we would all like users but you may find that your audience is only at the interest stage.  If so, they will need different information and approach then someone ready to buy.
  • Considering the topic you are covering, what is the primary benefits you need to communicate?   Knowing your audience is essential in knowing how to identify the key benefits of your product or service in relation to your audience.
  • What keywords and phrases do you need to include for search engine optimization?   The mentality of create and they will come does not work in any area of social media and particularly not your website.  Learn how to enhance your SEO by researching articles online.  There is a wealth of SEO articles all over the internet.

Taking care to answer these questions first will help make the development of the copy and design of your section or page much easier and more effective.