Do You Have a Content Strategy for Your Web Site?

I was recently asked by a client where I thought the company’s mission and values statement should go on their Web site. Rather than saying the first thing that popped into my head, I first had to consider how that content would support their overall Web content strategy.

Should You Publish Your Mission Statement?

You might have one and not even realize it! I say that because every business Web site has the same essential content goals — attract Web visitors and build relationships. Everything else, especially selling products, is secondary to those two things. Nothing else can happen, really, before those two things take place. So perhaps its more accurate to say that every Web site just has one goal: to build relationships with human beings.

Let’s look at an example for an e-commerce Web site. If, for example, you are trying to sell products, you won’t be able to sell anything people until you first draw customers to your Web site. Obvious, right? So how is your content attracting people? How are you explaining what your product is, what your product does and what your price point is? How are you collecting address and shipping information? The visual impact and style of this content forms your first impression and defines the beginning of your relationship with customers.

Once you accept the purpose of all Web content, you can begin to define your content strategy for your own particular Web site. A content strategy is simply a formal or informal document that identifies what type of information goes where and why. It ensures that every piece of information serves a clear purpose and that any non-essential information is left out. And what you leave out can sometimes say more about you than the information you publish!

Decide Content with the Reader in Mind (not your CEO!)

In developing your content strategy, remember that Web users will scan your pages quickly, making decisions about whether to stay in 5 seconds or less. Just because space on the Web is unlimited, the attention span of the reader is not. So how are you using that time effectively? Will publishing your mission and values statements help hold the Web visitor or lose them?

In this case, the client I mentioned at the beginning wanted their mission and values statements published because they wanted to distinguish themselves from the competition. The core values demonstrated –to internal and external groups — their philosophy of service. In that way, the content became an important part of the company’s branding strategy.

However, each organization needs to evaluate whether it makes sense to publish strategic planning documents. Some believe the public nature keeps management and employees committed during periods of change. And, if a reader has shown interest in learning about you, then it definitely doesn’t hurt to include your mission and core values. But first make sure your content is tuned to the reader’s interest. In developing your Web content strategy, tell your reader what they need to know, but only at the time and place in which they need to know it. You may discover you need to move content from your landing page to a more suitable navigation area, or pull it out of the archives and feature more prominently.