Content Strategy & Development

Content is King

“Content strategy” is likely a term you haven’t heard before – at least not from any local web agencies or designers. It refers to the planning, development and management of web content and it’s an essential part of any professional web design project. It’s about devising a plan and developing content to effectively communicate with users and convert visitors to customers. It’s also how we encourage high rankings in search and attract attention in search engine results pages (SERPs).

Sourcing imagery — This is product- and/or service-dependent, but it usually involves creating graphics, taking pictures (or, better yet, having a professional take them) or utilizing stock photography. As a hobbyist photographer myself, I have a keen eye and I can be very resourceful in this department. I also have a network of local professionals that can I reach out to for assistance with a wide variety of photography requirements.

Copywriting and editing — What voice or tone is appropriate for your industry? There’s no question that grammatically correct copy resonates with both humans and search engines, but how can we really speak and relate to your future customers? I’m a professional copywriter and this is absolutely my strongest skill when it comes to web design and communications. Learn more about the value of professional copywriting

Crafting metadata — Examples of metadata are the title and description tags that Google displays in search results. Title tags are the blue clickable text and the descriptions are the blurbs that follow. These elements are assumed by search engines if they’re not designated in the backend – they play a role in both ranking and conversion (encouraging a user to click through to your website). This is another opportunity for a professional copywriter to have influence.

Search engine optimization (SEO) — SEO is largely about content and copy. Anyone who’s told you it’s about programming or coding is dead wrong. Sure, there are technical signals to be used so Google understands your location and service areas, but this is another task that falls into the communications and copywriting department. Learn how I can help you with local SEO

Content management — Being able to manage your web content after launch is going to be important, especially if you have changing hours or seasonal products or services, of if you’re routinely updating an online store. Don’t get stuck paying an agency truckloads of money to make simple changes. Insist on a content management system (CMS) that you can control and take with you if switch developers. Learn why WordPress is your best option

Social networking — Are you new to social media? Or are you already active? Maybe you have accounts and networks you’re neglecting? (No presence on a network is better than a neglected one.) Let’s pick a network that suits you and your business best and start there. As a small business owner, you should never need to pay someone else for ineffective networking. Learn how easy it is to be social

There’s lots to think about and content strategy is the first step. No professional website starts with a template and zero planning, or a designer telling you to “give me your content before I start” or “fill in your content later.” My approach begins here with strategy and I guarantee you and (more importantly) your future customers will like the end result.