How to fill a new website with meaningful content
As a web designer, I see this a lot. People are excited to get their website up and running. They are feeling the momentum and the high of checking another item off the to do list. And I try not to sound like a party pooper when I break it to them - there’s one big job ahead of them still - filling the website. They throw the wet blanket off with enthusiasm, saying “it will be fine!” and “I have a sister who likes this stuff”.
Suddenly the rubber hits the road - a website without words is just a blank page. A website without relevant photography is more confusing than reassuring to a reader.
So how can you avoid getting stuck in the depths of creating your website content? Here’s a few tips on how you can fill your website with intentional and strategic information to not only help your readers connect with you, but increase their odds of finding you too!
Get clear on what you need a new website for
If you don’t know exactly what purpose your new website will fill, now is the time to get crystal clear. Without this clarity, your website can easily become an extension of that weird essay you wrote at the end of an exam where you’re just throwing anything on the page hoping for a decent mark.
Not long enough, not relevant, and not fooling anyone.
Check out my other blog post here about What you need before hiring a designer to build a new website for your nonprofit organization. You may be a small business, but the same information is applicable. There’s even a PDF download you can download and use to take notes on your answers.
Once you’ve determined these details, let’s get even more specific!
Go through the “who, what, when, where, why” framework for each page of your site
You may think that you’ve already done this with the question above, but think about your website as an invitation. Let’s make it a fun party invitation to people you really want to connect with!
Every invitation needs to answer the “Who, What, When, Where, and Why” about the party. If you don’t, those you’ve invited will be confused about:
What they’re attending - “Is it a party? I’m not sure”,
Who the event is designed for - “Is this my party, your party, Uncle Gary’s party?”
When the party is - “Today only, every day?”
Where is the party - “Is this a Zoom party or in your backyard? What should I wear?”
And most importantly:
Why there is a party - “Is it a birthday or a solstice party, or an Anime costume party?” (see above; “What should I wear…?”
The best websites answer all of these questions before the reader needs to ask. This means, by the time they hit your website, they are either ready to commit, or knowing they are not a good fit. Which is perfect!
Check out my PDF below that walks you through these questions and how they relate to your website, so you can confidently know your website will do what you want it to!
Decide what pages your website will have
This is a good time to decide what pages your website will need. As this is my job, I usually tell my clients what they’re most likely to need, and what will best organize their information, and then they let me know maybe they want to change a title here, or add some content to one page instead of two different ones. If you’re feeling lost, check out other websites in your industry and see how they’ve organized their information. But remember to run it through the tests above - it may be they didn’t know what they were doing either, and copying them will mean one more muddled website on the Internet!
If you have brochures or existing information, use it!
If you’re starting from scratch, don’t make it harder on yourself than it needs to be! If there’s more than just you involved in the organization and business, ask around to see if there’s anything that’s already been written about you somewhere else! HINT: Your admin person will likely know and surprise you with more than you expected!
Brochures (if well done) often will answer the questions above well, and will help you to flesh out more content for the website.
Hire a professional photographer to help you visually define your brand
I know this isn’t in the budget for everyone, but it should be a top priority as soon as possible! Your images serve as a great visual representation of who you are, and why your reader can trust you. If there are no images of the person/organization you are purchasing from or donating to, it creates a hesitancy to connect - and the whole point of a website is to CONNECT! Don’t let your images stand in the way of connection and contact - start on the right foot with great images you can use over and over again for the years ahead, not only on your website, but in your social media, advertising, and more!
A good photographer should be asking you some of the questions above, as well as coach you through everything you need to represent yourself well!
Enlist a couple of proofreaders to check over what vibes you’re conveying
If you’ve made it this far in the process, well done! This isn’t easy work to do alone. Now comes the time to proofread what you’ve done with fresh eyes.
Ask two people around you who you know are great at catching mistakes and also seeing the big picture. What feelings are they getting from your writing? Would they send an email or call you after reading this? Can they list what action they are supposed to take from every page on their website?
Again, a bit of digging at the beginning makes the end product relevant and not just another website that you’re not sure why you found it.
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If you’re ready to enlist help with getting your website online, get in touch!
Schedule a free consultation call with me to talk more about your needs, and how a well designed website can help!
