What was the first? A chicken or an egg? Website or content? Developing a cohesive content strategy in the web design process can be a puzzle. Designers want the content to start working on the web design, when many copywriters, on the contrary, want to see here the visual part before starting to develop content. So how to solve a problem? With a solid content strategy that involves the whole team.
Content Strategy And Web Design
CONTENT STRATEGY IS MORE THAN A BUZZWORD
If you work in a creative or marketing field, then “content strategy” is a phrase that you hear very often. It is more than just a buzzword. A solid content strategy is the foundation of everything you do online.
A content strategy is your plan to create and publish content, and how it lives and develops over time. This also applies to what content you create and how it affects your site or brand.
This strategy includes everything from messaging and goals to frameworks and search engine optimization. This is the content that you read and see. In a nutshell, this is every part of the communication that you carry out with all users.
And if you do not plan this, then it seems that your site or brand has big problems.
YOU NEED A CONTENT TEAM
The transformation into “experts in all aspects of communication” begins with the creation of a content team. This group may be small, for example, of two people, or include people from the entire company. They just need to keep track of how the general user base sees and responds to your information.
At a minimum, the content team will consist of a website designer and the person responsible for creating the content.
The team should solve key problems and exchange ideas regarding the site and its design. They should also keep everyone on the spot to share ideas on developing content.
Even if you don’t have a dedicated content strategist in your team — it’s likely that you still don’t have one — the rest of its members can work together to take on this role.
DEVELOP A MISSION, GOALS, AND PLAN
Understanding your content begins with knowing your audience and the mission of the site. Who do you communicate with and what do you want to tell them or what do you want them to do? You must answer these questions before the rest of the work can be derailed.
After that, it’s important to talk about priorities. Does your site have conversion goals? This is easy when it comes to e-commerce or application downloads, but what about sites that focus on disseminating information? It is important to set clear, measurable goals.
In conclusion, create a call to action for all content. You can’t just say, “let’s make a call to action.” Define exactly what the call to action will be. Which words do you use? The answer will help set the tone for the project.
DEFINE THE STRUCTURE
What is your story? Is this a story that you are telling in chronological order or will you reach out to a user with an amazing video?
Arrange content elements on a scale of 1 to 10. This will set a set of priorities for the site and design. It will also show the weaknesses of the content that need to be improved.
When the priorities are set, it is time to collect parts of the content (if they already exist) or start creating each of the elements that will be required for the design of the site. Define the image of your site and set the tone for its personality.
CREATE A VISUAL PLAN
At last. The part that designers are interested in. When all this talk of history, tone, and the exchange of ideas is behind, you can think about how these elements look.
Whether you like to sketch or storyboard or work right on the screen, it’s time to think about colors, fonts, and images. The visual plan must match the ultimate goal of the content. Any non-compliance may cause problems for the user.
Think of it this way. If you are touting the site of a modern agency that focuses on high technology, and the site does not work on a mobile phone, then what message are you carrying? See how easy the mismatch is?
That’s why all these conversations between content team members are vital. And therefore it is important to have a designer in the content team.
When developing a visual plan, you should consult with the team. When the idea is formulated, contact them for feedback. Correct and discuss it again. As a designer, you should not hide while creating the design of the whole site and then show the “finished product”. Each part should be the result of the joint efforts of the entire content team.
This process can be very painstaking for the first few times. He can get you out of your comfort zone. But in the end, you will get a better, more convenient site.
Read the blog- Importance of App and Web Development for SME businesses
CONTENT MUST BE MEANINGFUL
The ultimate goal of any successful content strategy is to create content that will be meaningful to the user. While everyone had some other ideas on how this should be, Usability.gov put together all the helpful tips that you can use as a checklist:
Relate your organization’s goals and user needs
Understand how users think and talk about your site or brand. Communicate with users so that they understand you
- Be helpful
- Stay up to date
- Be available to all people.
- Be consistent
- You should be easy to find (SEO)
ANALYZE AND SUPPORT
The work of the content team does not end after the site is created and launched. Constant analysis and support of content and design help the site to remain at a high level and satisfy the needs of its users. The content team should plan to verify this data and get together to track and make the necessary changes.
How important was the content strategy in your website design projects? It’s time to think about the content from the start if you haven’t already.
Good content will drive the design process, help you make better decisions, and hopefully lead to increased website traffic and popularity. This has been said many times: Content is king. But there will be no throne on which to sit if you do not plan how to develop, create, and maintain this information.