Are you clear who your website is for and what it's for, and do you know whether it's working for you? Our back-to-basics consulting approach can help you plan and create useful content that gets measurable results.
The process of planning and creating useful web content can be considered as a logical sequence of prerequisites, or a "hierarchy of needs". You can picture it as a pyramid with a number of tiers ultimately founded on a statement of purpose. "Statement of purpose" means: who's it for, what's it for, and what do you want these people do be able to do as a result of visiting your website? Everything else should be built on that foundation. Whenever an update to your website is contemplated it's never wrong to ask, "Why? In what way would this content contribute to the underlying aims and objectives?"
If you try to dive straight in to one of the higher needs without first dealing with the lower needs, you risk wasting your time and money. We can help you work out which areas you can usefully invest effort and budget in to improve your results, which might involve some or all of:
Who is your website for? What do you want these people to be able to do as a result of reading your web content? How will you know if it's working? These questions need to be asked, and answered.
If you don’t already know the answers to these questions, then probably the first thing you need to do is to come up with a clear statement of purpose. We can help you with this. We’ll ask you some questions and then write up a set of proposed audience and purpose and messaging guidelines along with any editorial style rules and a statement of "what success looks like", i.e. some metrics that will tell you whether it's working. We'll submit this to you and discuss it with you to make sure we've correctly interpreted your needs. Everything else follows from a clear statement of purpose.
Once you've got a clear idea of the content you think you'll need, you can embark on the process of auditing what you've got. A content audit examines in detail your existing web content and any other sources (such as brochures and presentations, for example) and shows you:
- How much of your required content already exists
- How much work is needed to make this content fit for purpose
- How much new content is yet to be created
Writing content always takes longer than you thought it would. As long as you're working to a validated content plan, it shouldn't be too hard because the people in your team will be working to clear instructions. Even so, it's a specialist skill and it's a time-consuming activity, so you may find that you need some extra help from an outside copywriter. We can help with a writing service.
More about copywriting and content strategy
Studies have shown that people are put off from making buying decisions by poor grammar or spelling. A few mistakes or even little inconsistencies may be all it takes before your customers come away with the impression of an organisation that can't be trusted.
It's human nature: when you need to buy something you look for reasons to defer the decision, reasons not to buy from a particular supplier, reasons to doubt. In the same way when people come to your website they're subconsciously looking for reasons not to buy from you, reasons not to trust you. A few mistakes or even little inconsistencies in grammar or spelling, and perhaps without really being aware of it people – your customers – come away with the impression of an organisation that doesn't care enough and can't be trusted. Don’t let this happen to you.
We can go through your website doing the job of editor, quality controller and user acceptance tester all rolled into one, and give you one of two things:
- The peace of mind of knowing that everything’s right
- A prioritised fix list
More about editing and quality testing services
Search engine optimisation is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimisations, they could have a noticeable impact on your site's user experience and performance in organic search results.
We can run checks on your website to see whether you're already doing everything you can to enhance your visibility in Google and other search engines. We can explain if anything could be done differently or better. And we can help you implement any changes, and measure the results.