I'm working with a number of clients who are revamping their websites. In addition to a new look (template design) and new graphics and sometimes even colors, there are a lot of things to consider with how you use content. Your content will be most effective if it's designed to build relationships that drive interactions and results that help your company meet business objectives. In short, it should be based on a strategy for market acquisition and customer loyalty extension.
In no particular order, here are some questions to consider:
- What's the most important thing you want site visitors to get when they get there?
- What's the feeling you want them to leave with?
- What do you want them to think about your company?
- Who are you expecting to visit?
- How are you delivering meaning and value to each constituency?
- Will each persona find clear, relevant value?
- What about current customers?
- What about past customers?
- How does your content pull them farther inside?
- What's the objective of the navigational paths you're creating?
- What's your plan to increase relevancy over time?
- What will be the metrics of success for your website?
- Have you addressed your website visitor's emotional quotient?
- What will make them want to come back?
- If a lead receives a marketing communication, will it be in tune with your content if they decide to visit your website?
- Is the website useful to salespeople?
- What methods and processes do you have in place to invite interaction?
- Is your content designed to be conversational? (will it facilitate dialog?)
- With who?
- How will you engage and forward the dialog?
