This is post number 7 in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
It’s a question I regularly ask in order to stimulate the thought processes of some of my clients. It normally evokes a wide range of answers but very few reply with the point that I believe is the most important, namely:
To host all of my quality content
If we use a book metaphor to describe a website then the sleeve represents the website’s Home Page. The design of the sleeve causes us to take note, it pulls us in with a catchy title, a strong visual image and an interesting snippet to encourage us to open the cover and look inside.
When we do, we see the chapter headlines guiding us in a similar way to the webite’s, top level navigation that leads us to the points that we’re interested in.
But it’s the content within the chapters of the book that holds us in awe, preventing us from putting the book down until we’ve satisfied our curiosity and read our fill.
That’s the job of the body content of your web pages, to engage the reader, to move them forward on their journey towards the ultimate aim – a conversion.
If the content is poor ( bad copywriting) people will put the book down and never revisit, an unstructured story that’s difficult to fathom (poor layout and navigation) produces a similar result and if the author is unknown or the book distribution is limited to only a few outlets then the chances of anyone reading (or buying) is reduced. (poor SEO).
However, a clever sleeve design will not sell a poorly written book but there is a tendency for many businesses to concentrate on the shiny new design aspects of their website whilst simultaneously ignoring the main reason for it’s existence.
The look and feel and user experience of a website is important but without interesting, relevant quality content why are you even bothering?