Develop Compelling Website Content

The Attention Funnel

You've got different types of targets to speak to. Some of them are browsing, doing research. Some of them are making buying decisions. Some of them don't know who you are. They all need different messages. So how do you speak to them? How do you get them to your website so you can speak to them? Once they are there, is there a defined path to follow or do you just sort of hope they will hit "contact us"?

Gather link love

By developing interesting, useful tools and resources that other people will want to share on Facebook or Twitter or LinkedIn... you get a lot of link juice. Mojo. Love. You gain respect from search engines, increasing the amount of traffic you get while decreasing the amount you have to spend on advertising. It's really important. That is how you start the ball rolling to get people to your site. Give to them first. Be other-centered. You know, good old fashioned service.

How?
You need to already know what you're going to say and who you want to say it to, because you have clearly defined your goals. Then you make a whitepaper, infographic, slide deck, cheatsheet, checklist, video, blog, cartoon, giveaway, ebook, article, webinar, calculator, contest, song, tee shirt, or other fun, interesting, savvy or relevant piece of goodness that you can post not only on your website but on other channels like Facebook, Scribd, Issuu and LinkedIn. Not to mention the forum of the four associations you are part of. Remember, you need link love. It all works together to help you. It's not just what you say, it's how you say it and how consistently you say it that matters. There is a right way.

We have a process to help.

We have some simple methods to put together great content, usually using resources you either already use regularly or using resources that are not hugely difficult to develop. Of course, sometimes we also get brainstorms that take you into exciting new ventures. But you'll enjoy those. We promise.

But what about how the website looks?

That's easy after you have your content gathered. Your content drives the design. Your message is the focus, your design flows easily once you have that. Your website will look like ...you.

Click here to look at a sample illustration of how we see web pages. (we use it with our clients) We did not design this page, but we used it to illustrate some concepts.