If the user can’t find it, it doesn’t exist.
If there is one thing you absolutely need to get right, it’s providing quality content to your users. If you have a website, you are a content provider. Information Architecture is delivering information that is relevant, useful, and readable. This organization will attract targeted visitors and lifelong fans—so effective writing is fundamental to a thriving website.
It’s all about information and if your users can’t find it—you can be loosing leads, customers, or valued users. That’s why it’s important to organize your content where it easy for the user to find what they’re looking for.
Different kinds of users search for information differently. We build “user scenarios” to document task flow and analyze how the majority of uses will behave while using your product. Personas and storyboards are some of the other tools we use to ensure we’re covering all of our bases.
We also build content inventories, site maps, and style guides to ensure your website is consistent, well organized, and fresh.
A lot of organizations delegate content generation to their interns and administrative assistants—and that is a huge problem. Your users want to hear from the experts, they want their questions answered, and they want information they can do something with. They don’t want filler, so you’ve got to ask the tough questions:
- What’s really important?
- How easy is it to find what you’re looking for?
- What value are you bringing to your users?
They also want content delivered often. That’s why it’s important to create a content delivery schedule to keep you on track. When quality content is delivered often, the search engines love you. Google rewards websites that give their users a rich experience with engaging copy and repeated visits, so keeping a content routine is imperative to your website’s growth.
It’s is not all about copy and SEO, it’s also about distribution. We deliver content through several different mediums, including e-mail newsletters, blogs, white-papers, videos, social media, and more.