The most important thing on your website
Your organization's website is one the most significant brand elements you own. It is your home base online, it is where you can tell your story and accept transactions, and it is ultimately where you want to drive traffic.
Many of the social media touch points you maintain are excellent ways to create awareness of your organization and draw in traffic, but ultimately the goal should be to invite them to end up on your website, where you can deepen the relationship and publish more information.
Many times, organizations will spend a lot of time on certain elements of their websites, including design (very important), functionality (also very important), and technology (extremely important). However, there is one thing that frequently gets lost in the shuffle. It's something that is (in my opinion) the most important thing on your website. It's something that gets talked about in a few cursory conversations and then usually gets glossed over. It's something that has the power to affect traffic, conversions, and sales, and yet it frequently gets pushed to the back burner.
So what is it?
It's content. For some reason, website content is the black sheep of the website creation process. It usually takes a back seat to design, planning, features, etc. but content is the "meat" of your online presence. It's what can persuade your website visitors to take action. It's what Google indexes so other people can find you. It's what shapes the design.
Content is not just text. Content also comes in the form of photography and video. High quality photography can make a good web presence great. Video can also tell a story in a way that text sometimes cannot.
Ask any designer and he or she will tell you that having good content in advance will lead to a better design. Content gives designers the framework around which to build a great web presence.
Content should not be ignored or left until the end to "fill in." Whether it's created internally or outsourced, content should be planned, written, and polished before a website project begins. In my opinion, it's the most important part of your website.
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