Digital/Online Marketing Communications Strategy

Is Your Web Content A Whole Lot Of Nothing?

By on March 13, 2010 in communications strategy with 0 Comments

This week I toured a health center facility.

I’m part of a team hired to overhaul its website and we took the tour to glean information for our content strategy.

The woman who showed us around gave us good fodder for our project. We asked questions about all kinds of things and wondered what she thought of the website we’re planning to redo.

She offered a number of suggestions and said the site doesn’t have enough information.

A curious comment

Back in the office a colleague expressed surprise at that comment. The site has nearly 200 pages and is chock full of text. How can it be light on info?

I reckoned our guide meant the site doesn’t have enough useful information.

Clutter hides the good stuff

Our tour enabled us to realize this is a fabulous facility with numerous one-of-a-kind advantages.

You wouldn’t necessarily know it from the website. Someone who wants valuable insight into what this center provides, its benefits, or how it differs from other places offering similar services, would be hard-pressed to figure it all out.

Many of those details are in fact noted on the current site. That good stuff, however, is surrounded by extraneous text. It gets lost amid the clutter.

How too much can add up to nothing

Our team has more research and planning to do for this web project. We’ll have follow-up questions for our guide and will probe more deeply to determine what information she’d like to see on the site.

Meanwhile, there’s a simple lesson to be learned here.

Take a look at your website. How much of the content offers real value to users? How much is superfluous filler?

Tip: Too much needless information becomes a whole lot of nothing. Clear out the clutter.

– Deni Kasrel

So what do YOU think? Comments welcome.

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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .

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