Right Stuff Wrong OrderI find it curious that clients often approach a website like they would decorate their home. Rather than defining target markets and converting leads into sales, clients often comment:

  • “I’m not sure about the color. It’s just not me.”
  • “I know you said I should have a call to action, but can we make it subtle?”
  • “I hired a web design company. They tell me they can’t finish the site until I have content for the pages.”

In today’s digital marketing culture, your website is your online business address. Just like your street address, your website must have curb appeal so people will stop by, stay a while, browse your pages and buy (or refer) your company. However, unlike your street-side business, website curb appeal has nothing to do with color, design or manicured landscaping. It has everything to do with providing the right content for the visitor.

First, Begin With The End

Don’t get me wrong. You should consider color and design, but not in the beginning of creating or updating your website. For success, begin with the end by deciding:

  • Why you have a website
  • What you want to accomplish
  • What you want visitors to do when they come to your site

Answers To These Questions Guide Content and Design

  • If you want visitors to call you, your phone number should be in the upper right hand corner of your website header
  • If you want visitors to buy your products online, your content and design should include bold “Buy Now” buttons
  • If you want visitors to receive more information from you, you need a prominent lead capture widget on each page
  • If you want visitors to be able to read your site on mobile devices, text should be 14 point and headlines 22 point and page size no larger than 600 pixels.

See how the end defines the beginning?

Interested in other website planning considerations? Check out TST Website Content Considerations.