Every website tries to convince users of something and most rely on copy to do so. Yet most companies refuse to invest in it.
There is no doubt that our website is a powerful marketing tool. But if we approach it with that attitude in mind we can do more harm than good.
Content management systems are often perceived as a silver bullet that will solve all your content problems. In reality having a CMS is not enough. You must also address broader issues associated with the content of your website.
We create most of the content on our websites with only a passing thought to the user. But what if we could involve the user in the production of our content? Just think how much more effective it could be.
When most of us think about content, we are thinking copy. But today compelling content goes way beyond text. You can no longer stick to the written word.
The about us page is where irrelevant content goes to die. Often it shouldn’t exist at all. But when it does, let’s at least make it useful.
If there is one phrase that fills me with dread it is “content migration”. The idea that you might want to migrate all the content from an old site to a new one boggles my mind. To refresh an entire website, but ignore the content, has to be a sign of madness!
Or, more precisely, the homepage is not as popular as it once was. But, it’s still quite important, at least for now. Not such a pithy or, er, linkbait-y title though is it.
Are you seeing a decline in people engaging with your online content? If so, you are not alone. You are suffering from content saturation.
In my latest post for Smashing Magazine I explore how to deal with redundant, out of date and trivial content.
Most blog posts these days exist for a reason. To convince somebody. To convince them of an argument or to buy a product. But how do you write a convincing post?
What is the role of your in-house digital team? Too often they are either a digital silo or a service department for the rest of the organisation. Neither is healthy.
Are you interested in improving your blog? If so you should check out a recent interview I did for the Shopify site.
Whatever type of business you run marketing is an essential component. But marketing is changing and we need to update our thinking.
Adding videos of people can make your brand feel more human. But, knowing how to go about it can feel too difficult. In fact it is easier than you think.
When it comes to writing the copy for your website, start with a users question rather than the message you wish to communicate.
We need to spend the same time and attention on our internal systems as we do on our external facing websites. Just look at your content management system.
If the CIA can use humour on social media then so can your organisation, no matter how seriously they take themselves.
Writing for the web has many unique challenges. Just because you can write well, does not mean you can write good web copy.