So you’re building a new website. You have lots of considerations—you want it to look awesome and you want people to actually read and interact with your content. You want people to have an easy time finding your website, and you want them to stick around for awhile once they do find it.
All of these facets of website design and development are interrelated, and each of them interacts and influences content decisions.
The examples are limitless. If the design of a website calls for teeny tiny text, in a funky font color on a busy background, that is going to influence how people receive your content. You could feature the most moving and powerful prose the Internet has ever seen, but if readers can’t read it, it’s irrelevant.
Proper web content isn’t simply engaging, informative and well written (although it should be all of these things.) Great web content works for you in more ways than just communicating with your reader—it’s enriched by strategic key word placement, it’s influenced by matters of organic search engine optimization (SEO). Great content can bring people to the site by working with current technology, and then it can entice readers to stay longer, because of the value of the information.
The fascinating field of usability is quite intricately interwoven with content creation and management. From the elementary to the advanced, usability (how a visitor uses a website) should be taken into consideration in every aspect of a web site.
From macro to micro, usability and content strategy are symbiotic arrows in the same quiver, employed for accomplishing the same bulls eye hit. Even seemingly smaller choices, such as whether or not to use ‘click here’ in links*, have huge ramifications in the efficacy of the content and the website at large.
Usability, content strategy, web design and interactive marketing are constantly changing and developing. It’s not enough to read a book on the topic of the web and consider yourself an expert. In order to understand the web, you must immerse yourself in it, daily, and develop a first-hand perspective and informed opinion.
The best and most talented web folk I know are voracious learners who are inspired by the constant evolution of their medium. They feel challenged and intrigued by the daily innovations and newness of the field. They find it exciting. And the best web teams have an innate sense of how important each element is. They work together in the most genuine sense of the word. And together, they create.
*I’ve recently been examining and exploring this topic. It seems logical that in most cases, “Click Here” isn’t a great way to label links. Especially if there’s no further information, simply stating “click here” offers no value or clear direction to a reader. But, if it’s coupled with info, great action words and clarity, is “Click Here” sometimes OK? This informative article says no (and the comments offer a vigorous debate.) I’d love to hear what you think—comment below.