You've invested in a sleek new website with all the bells and whistles. But here's the million-dollar question: Where's the traffic? Why aren't leads pouring in? The answer, more often than not, lies in your content strategy.
At LT, we're not just website builders but content strategy experts. We know that a solid website content strategy is the key ingredient that transforms average websites into lead-generating, conversion-boosting powerhouses. Let's dive into the world of website content strategy and see how it can revolutionize your online presence.
We kick things off by getting to know your business inside and out. It's like being detectives, but instead of solving crimes, we uncover what makes your business tick. Our content team works hand-in-hand with our user experience design and SEO teams to cover all bases. Here's what we focus on:
We sit down with your team for some in-depth conversations. No lie detectors or bright lights - just good old-fashioned Q&A. The goal of these interviews is to understand both your needs as a business and the needs of your end user – together, these goals help shape the strategy for your new website. We aim to speak with:
It's time to take a hard look at your existing content. We examine every page, post, and product description, focusing on:
This audit, combined with our SEO team's audit, informs our "keep, kill, and consolidate" plan, which streamlines your content and improves overall site structure. This is important to ensure that only the most relevant content remains, allowing your site visitors to find what they need quickly.
Working with our brand strategy team, we craft a messaging framework that captures your brand's unique voice. Key components include:
This framework ensures that your content consistently reflects your brand's personality, whether you're an approachable expert or an authoritative industry leader. We often call this document the “North Star” of any website build. It is the document that everyone working on the project can refer back to to understand who you are and what we’re trying to accomplish with your site build.
When we get to building the actual information hierarchy of the site, we work with our UX and SEO teams to create a sitemap that makes sense for users and search engines. We consider:
The result? A clear roadmap for content creation and organization, ensuring every visitor can find what they need without frustration. This is also a critical touchpoint with our clients, here we discuss our desired sitemap structure and work with our clients to solidify the necessary pages and how users will ultimately navigate your site.
With the groundwork laid, it's time to start building. We create Core Content Models, which serve as blueprints for each key page, outlining:
We start with the homepage, setting the tone for the entire site, then move on to subpages like service or product pages, About Us sections, resource centers, and contact pages. Each page has strategic consideration given to it to ensure that it accomplishes the needs you have from a business perspective and those of your users from the consumer side.
This is where the magic happens. Depending on your preferences and resources, we can approach content creation in different ways:
Regardless of the method, all content undergoes thorough review and optimization to ensure it aligns with the overall strategy and meets quality standards. During this phase, we pay special attention to the hurdles your users need to overcome and the actions we want them to take, ensuring content works to overcome challenges and inspire action.
Once the content is perfected, we hand it over to our user experience and development teams. But we don't just drop it and run. Our content team stays involved during:
Are you curious about this process? Check out our UX design and development process page for more details. This is where all of our teams come together to flesh out the rest of your site and prepare it for launch.
At LT, our website and app development process is finely tuned. By carefully navigating through discovery, core content modeling, and finalization phases, we ensure that every website we create looks great and delivers meaningful, engaging experiences for users across various industries.
Whether you're a casino looking to hit the jackpot with your online presence, a healthcare provider aiming to build trust, a university showcasing academic excellence, or a tourist attraction ready to become the next hotspot, our content strategy approach is your ticket to online success.
Ready to transform your website into a digital powerhouse? Reach out and let's discuss creating content that doesn't just fill space but drives real results.