Why your website content isn’t brussel sprouts.

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Aug 24, 2017 · 3 min read

When it comes to website design, we’ve noticed a recurring habit where people politely decline to address the subject of content. They either don’t think about it at all, assume they can just do a quick copy-and-paste job from their old site, or (*horror-struck face*) figure that “one of the admin team can probably pull something together”.

But content is no side dish to be overlooked or passed along! It’s the jam in the Victoria sponge! It’s the meat not the two veg. It’s Cher, not Sonny. Yes it works alongside other elements like design, but content is the glue that holds a website together. And any time, effort and money that goes into creating awesome and relevant content for your website is well spent. Why? Well, here are just a few reasons…

1. It’s the whole freakin point

You might have the prettiest site in all the land, but admiring the snazzy design isn’t what people have come for — they’ve come to find something. A product, a person, some information. Yes it helps if the content is nicely packaged up, but if packaging is all there is your users will soon disappear. Too often content is squeezed into the mould of the design, when it should be the other way around — any new site should be built around the message you want to communicate.

2. It’s the window into your organisational soul

While your visuals play a part in giving people a sense of your organisation’s personality, it’s your content that does the heavy lifting — it’s your chance to let people know who you are, why you exist, what you believe in and how you can help them. Your content is where you connect with people and it’s where they decide whether or not they want to buy what you’re selling. So it’s probably worth just a little bit of thought.

3. Google runs the world

People aren’t the only ones reading your content — search engines are too. And Google won’t rank you based on how beautiful your site is. Search engines care about keywords, keyphrases and content clearly related to your business. So if you want people to be able to find you online, engaging and relevant content is a must.

The moral of the story? Instead of ignoring content or passing it around hoping someone else will deal with it, make sure it’s on the to-do list and doesn’t get forgotten like the names of the other two members of Destiny’s Child.

Coincidentally*, we love writing amazing content — take a look at how we can help you at oneltd.co.uk

*Alright, on purpose-ally

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