6 universal truths that apply when drafting content for a science website

Photo by Igor Miske on Unsplash

I’ve drafted and edited written content for several scientific website overhauls. Here’s some of the universal truths for me:

1. First comes the conversation with the CEO.
   No matter what they say, or how busy they are, a CEO needs to make time for you at the beginning of a website overhaul. You need to know the vision behind what you’re doing, and they need to tell you what the core function of the website is. Are they trying to attract customers, impress investors or inform the public? You can’t come up with ideas and you can’t effectively generate text for a website if you don’t know what the mission of the website — which is not the same as the mission of the company — is.
2. The sitemap.
   Do not overlook the sitemap! Even if you are going to keep the exact same structure, you need the sitemap and you need a conversation with the web technicians to be sure that there are no “lost” pages hovering around. You would be surprised at the amount of webpages that don’t appear on the website… until you do a Google search. You need to be sure that all those pages are cleaned up and tidied away before you start.
3. Too many cooks spoil the broth.
   You need to answer to one point of contact, or at most two. The problem with websites (and communications more generally) is that we all visit them, and so we all have different opinions about what works best for them. Ideally as a writer/editor, you’ll be dealing with a communications manager and the CEO. At most. If your client/employer suggests sharing the website around the whole team for comments, you should strongly discourage them. You will get a regurgitated mess of comments that contradict each other and make it impossible to work. The communications or marketing manager should be an expert, and their advice and guidance is valid. Likewise, the webteam should have a say. Obviously the CEO will have the final word. Nobody else should be involved.
4. Messaging comes before content.
   This goes back to my earlier point of putting the CEO at the centre of your initial discussion about the website. Does the core messaging need to be updated? What are the key milestones of the company in the next year? Three years? This information will colour the content that you create. A dedicated conversation on messaging is vital — take note.
5. If you’re changing the messaging, do interview the employees.
   This can be as easy as sending a questionnaire around, although you might like to do a dedicated workshop. Employees working in the company all have a vision of what the company does. Asking specific questions can help illuminate those ideas and can give you inspiration for when you start writing!
6. Remember that Rome wasn’t built in a day. `
   Writing content for a website takes time, there will be an internal review process and you need to include time for reviews and edits into your planning. However long you think it will take, multiply it by 0.5 and you’ll have the actual amount of time for your planning. That way, no one is disappointed and you will hit your deadline.

If you like this, sign up to my newsletter on science journalism and science communications — find out more here: https://www.catherinecollins.org/

or follow me on Twitter @C_Coll89