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Got Content: What is your website communicating?

As a client ambassador at SOLTECH, one of the first things I like to do to get to know our clients is to read their website. This helps me better understand their market expertise, the products and services they offer, and how their customers benefit from their business. With this information in hand I can tell their story internally and onboard our teams during our initial meeting and project phase kick-off so we can advise them better.

My purpose is very focused. I am not looking to buy or be sold to. I am looking for specific information that tells me their general story and provides a context so that I can then quickly assimilate the more in-depth details of what they do and gain an understanding of why it is relevant and important. In many ways I am like a customer and the process I go through is an experience of having questions, seeking answers, taking what I find and trying to make sense of it all.More often than not, I leave websites completely confused about basic things like:

  • What industry are they in?
  • What product or service are they offering?
  • How is this product or service delivered to their customer?
  • Who are their customers?
  • Why do they use software and how will we be able to help them?

Content is tricky and it is hard, but getting it right is not optional. You may have the best branding, clear navigation, and user friendly layout but without clear content your website might as well be in another language.

The critical points of good content have been written about in numerous books ranging from high school composition to business and marketing guides. Here is my take on what makes good website content.

  1. There is a single, simple message and everything on the website supports this message
  2. The website tells a story and establishes a context that readers can easily digest and use to build upon as they read more detail
  3. The context is stated in concrete terms making it tangible – not vague, not, ambiguous and not abstract

In the next three blog posts, I will be discussing these three points and how they relate to website content providing examples of good and bad content that help your visitors get you and get your offer. As a final fourth segment, I will discuss how to take these ideas help you in your mobile strategy for responsive design and responsive CONTENT websites. It’s going to be fun!

Photo by ®DS / CC BY

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