Long, long ago, in the dim and distant past, web design was an emerging discipline – and many businesses shared the prevailing view that just having a functional website that looked pretty enough was, well, enough. In fact, many websites did nothing more than replicate the look and the content of the corporate brochure, offering little or no more functionality than that!
Now, in the second decade of the 21st century, in today’s advanced social web environment, things are far more sophisticated… At least they should be if you want to maximise the impact of your online presence.
However, a quick bit of Googling reveals that there’s a vast amount of websites out there whose creators clearly haven’t given much thought to the content. What’s more, they’re not only small organisations and individuals. The same goes for many global corporations too.
The short answer is that the visual design of your site might attract interest – but alone it can’t home in on the audience you want. In a world where we’re all assaulted 24/7 with information you have to hone your content strategy to cut though all that and get the right message to the right audience/customer at the right time.
As in most things to do with communications, it’s about achieving just the right balance between art and science. That’s the art of well-written text throughout your site that’s inspiring and engaging yet cohesive and concise – and the science of accurately defined SEO (Search Engine Optimisation), keywords and meta information.
Get that right, make your content crystal clear, relevant and informative and you not only make your site easier to use and more engaging – you also build trust and authority with exactly the audience you were aiming for.