“Welcome to thiswebsite.com. Now that I’ve finally got you here, I suspect you’d like to understand our offerings. You can browse through our assortment of services by clicking on the menu bar at the top, or just let your eyes wander to our Key Activities that we’ve emphasized for your interest right here on the home page.
Be sure to check out the news items and assorted collateral to understand how big a company we really are. If you’ve enjoyed your experience, do spend 10 seconds or so entering your mail id for our database, as there’s more useful information we’d like to send you.”
Ok so I’m dramatizing. But if you’ve sat and pondered over what needs to be covered on a home page while creating the information architecture, then perhaps personifying your website could help.
If not, here are some other ways to get a hold over what goes on your home page.
Go to your objectives. The home is the first face, or window to the rest of the site. The objectives for the website therefore apply directly to the home page. So while the rest of your site must support your website objectives, your home must reflect them accurately. The sequence of importance in objectives will also give you both the priority of elements, for placement in your IA, as well as act as a checklist for you to ensure your home page is doing everything you expect it to do.
Look at your sitemap. Your next immediate layer (the ones that usually appear as your top menu) are gateways to more information. But if a person doesn’t enter, what would they miss? Scan through the pages of each sub-section. If a visitor never saw those pages, which objectives would be lost? You’ll then get an idea of what needs to be highlighted on the home page. You may find at time this won’t even be a page, but some information on a page, or a particular white paper that shows your product in good light.
Think company size. One of the first decisions a visitor wants to make when they see your home page is on company size. Overplaying a small company or inadequately representing a large one, are both mistakes that can send a visitor away. Try and be as accurate as possible while reflecting size. Large companies are reflected through press releases, quality white papers or industry reports by recognized experts, important case studies, or key partnerships. Small companies are seen through individual statements, internal news features, upfront contact information, etc.
Know your finish line. An email id? Software evaluation? A filled-in contact form? Figure out how you get a visitor from A to Z, in as few steps as possible. The answers could lead to some new ideas like an email entry box for a free whitepaper on the home page or an ad spot for a free 30-day product trial.
Give visitors what they want. If you’ve defined your target, you should be able to list out the top ten things they are looking for. Make sure the answers (or pointers to the answers) are available on your home page.
When creating the information architecture of a home page keep in mind that a visitor can instantly perceive when you’ve done your homework. And that perception does reflect on what they think of the company.
Showing posts with label website. Show all posts
Showing posts with label website. Show all posts
Thursday, April 05, 2007
Thursday, March 08, 2007
Freshness guaranteed!
One of the most common refrains you hear from clients in India, while working on their website content or marketing material is this: “Have your writer take a look at this content and make it fresh.”
If you’re not from India that basically means “do a rewrite”.
This used to be the source of endless frustration for me as a writer, because if I think the content has been well-written, I prefer to use it exactly as it has been given.
In India, that could be a problem, because:
1. The content is not client-original, meaning they’ve ripped it off competitor sites.
2. The content has been written by the CEO, CTO, VP-whatever for a completely different purpose and your client is actively recycling.
3. The client wants his money’s worth out of the writer.
The above cynical view developed over my time with agencies. However, now that I’m on the other side of the table, I not only see it was remarkably accurate, but I now have a few more reasons to add:
1. The content was written in 1987 when the company was founded. It was never updated and by “making it fresh” they want YOU to get their sales material up-to-date.
2. The content has been used so many, many times in multiple formats across group websites, intranet pages and newsletters, that they are just sick of seeing it, and want to “repackage” it in a way that’s “fresh and new”.
3. SEO is the flavor of month and so the client wants content to be constantly updated. Unfortunately, there’s no new information.
If you have a tone or theme for your content, this issue of new content usually sorts itself out. Or if you understand what’s going on behind the curtains, you can usually get a general idea of what the client expects to see in the rewrite. However, if all you’ve heard is “make it fresh” without the knowing the reason why, you’re in for a long rally of submissions and rejections.
So as always, I encourage you to pick up the phone and ask.
If you’re not from India that basically means “do a rewrite”.
This used to be the source of endless frustration for me as a writer, because if I think the content has been well-written, I prefer to use it exactly as it has been given.
In India, that could be a problem, because:
1. The content is not client-original, meaning they’ve ripped it off competitor sites.
2. The content has been written by the CEO, CTO, VP-whatever for a completely different purpose and your client is actively recycling.
3. The client wants his money’s worth out of the writer.
The above cynical view developed over my time with agencies. However, now that I’m on the other side of the table, I not only see it was remarkably accurate, but I now have a few more reasons to add:
1. The content was written in 1987 when the company was founded. It was never updated and by “making it fresh” they want YOU to get their sales material up-to-date.
2. The content has been used so many, many times in multiple formats across group websites, intranet pages and newsletters, that they are just sick of seeing it, and want to “repackage” it in a way that’s “fresh and new”.
3. SEO is the flavor of month and so the client wants content to be constantly updated. Unfortunately, there’s no new information.
If you have a tone or theme for your content, this issue of new content usually sorts itself out. Or if you understand what’s going on behind the curtains, you can usually get a general idea of what the client expects to see in the rewrite. However, if all you’ve heard is “make it fresh” without the knowing the reason why, you’re in for a long rally of submissions and rejections.
So as always, I encourage you to pick up the phone and ask.
Friday, January 19, 2007
Why it’s so hard to write good content
The project has begun and you’re raring to go. You’ve understood the subject, done the research, checked out the competitors and developed a site map and content tone.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
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