Lesson 2: Learn key concepts to guide your content creation

undefined (18)

Before we get into creating specific pages for your site, let’s review some key concepts that should guide your content creation. Your website should do three things for your customer:

  • Express your brand identity
  • Communicate essential information
  • Provide a call to action

In the previous course, we talked about how the visuals on your site help express your brand personality. You can also express your brand identity on your site through crafting content that tells your brand story.

Additionally, your website should provide practical ways to convert visitors to customers. You can do this by communicating key information about your business and giving customers a way to act on that information.

COURSE CALLBACK

Before you start creating content, review your past answers to these questions. (These can be found in your ‘Evaluate your brand’ worksheet). Understanding the answers to these questions will help you craft essential information for your website:

  • Why does your business exist (your mission statement)?
  • What makes your business unique to the competition (your unique value proposition)?
  • What is your brand personality?
  • Who is your audience?
  • What is the main call to action for your website?

Good website content is about quality, not quantity

A good website doesn’t need a lot of pages; it just needs the right information organized in a logical way so it’s easy to find. Remember, just like you, your customers are busy and on-the-go.

Too many pages can be time-consuming for visitors to navigate. In the following lessons, we’ll go over the five main pages you need. You can also check out the following video for an overview of the essential information you’ll need on your website.

Now that you know some general goals to keep in mind for your content, let’s get specific. Click on to the next lesson to learn what information to include in your homepage.