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Friday, April 25, 2014
on marketing some thoughts

So, you’ve decided you need a new website design. You want your site to have responsive design and super cool functionality, while using cutting-edge technology. You want to reach users and potential customers wherever they are on whatever mobile device they have available.

That’s great. Congratulations. We’re totally on board with that.

But have you considered what your new, fancy website is going to say? You know, the actual text on the page?

Hate to say it, but while the technology and the visuals are extremely important, the quality and organization of your website’s content is equally as important.

If you go through the trouble of making your website look good but don’t take the time to revisit, revise and reorganize your content, you may not see the returns you’re expecting.

Here are six simple tips for optimizing your content on your new site.

Seriously consider a blog.

Yes, we all know that this idea of “content marketing” is all the rage right now. But it’s not going away anytime soon. Having fresh content on your website helps you look relevant and makes your site more appealing to those ever tricky search engines. If you’ve ever thought about adding a blog, a website redesign is the time to do it. But, just like your main website content, have a strategy in place. What kinds of things will you write about? (If you need help talking through your blogging strategy, give us a call. As a marketing agency in Nashville, we’re here to help you with just that!)

Large blocks of text are probably not the best choice.

If you’re designing your website to be read on any device – a phone, tablet, laptop or desktop – you might want to consider breaking up some of those huge paragraphs on your About Us page. This doesn’t have to be a complicated process, though. Think about adding bullet points, or even something as simple as an additional paragraph break or two.

Make sure you’re up-to-date.

Have you added products? Discontinued others? Did you add a new location, change staff members or expand into new territory? A website redesign is the perfect opportunity to make sure all of your info is updated and accurate.

Pictures are fantastic, but words are important.

Yes, having lots of photos of your product can be a good option, depending on your business. But you can’t rely on photos alone. Assume that your website visitors don’t know anything about your product. Write a description – even a short one – to help people find what they’re looking for. It’ll also help your search ranking.

Organization matters.

Is one of your main menus becoming overwhelmed with subpages? Maybe it’s time to revisit your primary navigation. Think about adding a new menu heading and splitting things up a bit to make information easier to find.

Plan for the future.

While you’re reconsidering all of your content, plan ahead for future website expansion. If you know you’re going to want to include more information about industries you serve or programs you’re offering at a later date, maybe just include a list of those items for now. That list can later become anchor text which links to individual pages. It won’t look incomplete now and it will make expansion of your website easier down the road.

Improving your content strategy doesn’t have to be a complicated process. Ask yourself simple questions and make sure your content is just as exciting and organized as your slick, new responsive design.

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