Content is King
I can’t remember if it was a college professor, or the guy with the “THE END IS NEAR” sandwich board who stands outside of my drycleaner that said, “Content is king!” It’s true, even if the crazy guy said it. It’s not necessarily how much you say, when you say it, or where you say it – but HOW you say it that matters. The right content can take a sweet site into the stars, while the wrong content can have your users scurrying away like rats.
Any, and all, content on your website should mirror your organization or businesses personality. I don’t recommend being too edgy if you’re a physical therapist or banker. Those might be occupations that would benefit from plain, simple, in-english-please bits of information about services and opportunities that you offer. Remember, your audience may not have, (or want) the degrees or knowledge you do. People are going to click off your site if they find your site too preachy, uppity, or uber-educated.
Now, if your company likes to think of itself as a cutting-edge, or sophisticated, or avante guard operation – then your website better express that as well. Content is again, key. Witty writing and clever banter between employees or top clients, artsy pictures, and links to topical and fascinating news items will help you express yourself and your corporate image. If you can’t find the write people in-house to generate the “right write”, then ask around and find a writer who scrawls the way you speak. Humor is perfect in just the right dose, and accessible style and snap always makes people remember you.
Don’t overload people with too much extraneous information. One to three blogs on your site or topic are smart, and give people choices and different voices. But beware of saturating your portal with way to much noise. Even with different contributors or writers, make sure there is a common thread that empowers your business and doesn’t distract from your core values. Daily updates on your toy train collection just aren’t cute on your CPA site… making your site fun is one thing, but business is business!
Fresh content should be added regularly, don’t be stale. The first couple times you attempt to update, you might find yourself suffering from writers block or a lack of imagination. It’s totally common, so sit back and let your mind wander. Or ask the intern to do it! Your family, friends, and coworkers all might have interesting insights and ideas that can bring some zing to your site. Don’t be shy about hiring outside help. Our fine colleges kick out plenty of gifted writers every year, and many will work for peanuts! (Sometimes even real peanuts…or cheese)!
Think about the websites that you read regularly, and use their format and style as inspiration. Read other people’s sites for ideas, but make yours as original as possible. If you find something on another site that is interesting, link to it – as long as they aren’t a competitor! If you’re running a gym, talking about nutritional tips and linking to sites that talk about food makes sense. It’s not your content, and you might be sending people “out to eat”, but your still providing your loyal readers with news. Keep your content, and your linked items fresh and hip, and people will quickly make you their one-stop shop. They’ll thank you by coming back for more.
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Jill