Where does ‘content’ magically appear from?

Where does content magically appear from?

The heart of your website is very much its ‘content‘: the words, pictures, audio, video, infographics etc that help convey your message. Hopefully converting anonymous website visitors into qualified contacts & leads for you to work with.

But who creates this content?

Knowing the answer to that is key to embarking on a successful website redesign project.

The Default

The default situation is that the web design agency will expect the client to create all the content needed for the new website (unless the web design agency has specifically included copywriting, video production etc as part of their proposal).

In our experience, clients tend to massively underestimate the effort involved in creating website content.

Tip: make sure you have the time to create website content, alongside your other responsibilities. If you don’t have time, you’ll need to hire someone to help (we can recommend copywriters etc).

Content First

There is a school of thought which says that all website content should be created before a website redesign project is started. And, whilst there is certainly a lot of truth in that, it does need to be taken with a pinch of salt in light of the actual scale of the project being undertaken.

For example, on many of our projects, we are called in because there is an aging, creaking WordPress site that desperately needs shoring up and modernising. If the majority of the existing website content is still valid, then we can simply import that into the new project – and the freshly imported content will immediately benefit from being surrounded by a more modern, fitting website design. That’s not to say that is the perfect, preferred route to take – I’m just outlining one potential route for the initial phase of the project.

As part of our website redesign process, we would agree on the ideal website structure with the client. This would then allow us all to understand what pages and sections their website needs. If the client then discovered that they do have existing content for those sections, then that is the perfect opportunity for them to revisit that content in terms of its validity, tone of voice etc, editing and updating where needed.

Basic Pages

The very basics we’ll provide with a website redesign project will be a redesigned homepage, plus an example of an interior page that will show the design system available to the client. I.e. the range of ‘design blocks‘ that are available to assemble all the different website pages & sections.

Depending on the scale of the project, we may have given the client’s website admin team training on how to use their new website, and the client can then carry on creating basic website pages (with our input, where needed).

Or, on projects with a larger scope, we may be involved in a greater depth on the design aspect of further sections of the website. E.g. perhaps the case studies section needs more design attention (as it did on Studio intO’s website). Would all pages benefit from our attention to detail here? Yes, but we have to balance the cost of that with the level of investment the client is prepared to commit to this project.

Final Thoughts

Do not underestimate the amount of time it takes to create content for your website.

Expert copy, Video, audio, infographics are all non-trivial items to produce. You should consider the production of these assets as mini-projects in their own right. Do not expect a web design agency to be able to handle all of these areas – they are specialists, and you want specialists for other areas as well. When needed, we can refer clients to branding experts, copywriters, video producers etc – people and companies we have worked with before and who we trust.

Content is an ever-changing landscape. Don’t think you have to get your content 100% perfect before you launch your website – if your current website is dreadful and is letting your business down – then launch with the basics now. You can always enhance your new website with an informative video, an infographic, an online tool, an ebook etc later on in phase 2. As the saying goes: The best is the enemy of the good…








No Comments

Leave a Reply