Your guide to preparing aligned & effective website content
A website is one of the most important digital marketing assets a business can have. Every business owner dreams of a visually appealing site that connects and drives conversions, but design alone won’t achieve these results. Ultimately, website content is what gives design it’s effectiveness.
As the business owner, quality of website content is your responsibility! Some content types (like copywriting) can be outsourced, but outstanding results require more than paying a deposit and crossing your fingers. Today we’ll look at the different types of website content and guide you through a simple process to prepare yours effectively. Let’s go!
Website content types
Website content includes much more than written copy. Absolutely everything that appears on your site pages is website content, and all of it contributes to your success! Effective website content includes a mixture of the following content types to build trust with viewers and drive action:
- Brand assets & guidelines — this includes your logo suite, brand colours & typography, brand strategy and any other assets belonging to your brand identity design. Brand guidelines outline how to use each element to ensure consistency across all aspects of your biz, including your website!
- Imagery & media — also called brand photography or videography, this includes any photos or videos of yourself, team or business in action that appear throughout your website.
- Written copy — whether prepared by yourself or a professional copywriter, written copy is one of the most important website content types. Words are powerful: they have the potential to sell your offer or turn away potential customers for good.
- Calls-to-action (CTAs) — partly copywriting and partly marketing strategy, CTAs are an essential website content component for guiding viewers’ action to achieve your desired goals.
Your input into these four website content types is critical in your website development. A website designer doesn’t pour the foundation, but rather we build on what you give us: you’re the expert on your business! We bring many strategic and visual elements to the table and do the best we can to ensure your finished product achieves your goals and feels authentically you. However, poor quality website content that achieves less-than-desirable results is something we can’t control!
Website content preparation checklist
Now you understand the website content types and their importance, read on for a step-by-step guide to preparing yours to a high standard. Remember, quality website content = quality results!
1 — Brand Assets & Guidelines
The first step to prepare your website content is organising your brand assets and brand guidelines. Your brand identity design is the starting point for every other type of website content.
- How to prepare: the easiest way to do this is to collate and share all your brand assets (brand guidelines document, logo files, font files, graphics etc.) with your website designer via a cloud link such as OneDrive. This way, your designer has access to everything and can decide which elements to use and which to leave out.
- Recommendations: If you’re on the fence about brand design, our minimum recommendation includes a cohesive logo suite, colour palette and typography for best website results. Many brand designers offer a starter package to set you up with the basics and happily provide additional services down the track.
- Timeline: brand identity design can take anywhere from 2-6+ weeks to complete, depending on the scale of your project. For best results, branding should be complete before photography/videography.
2 — Imagery & Media
Next up is photo and video website content. With a fully realised brand identity, photography & videography sessions can be tailored to your brand values and strategy for the most authentic results.
- How to prepare: find a photographer whose style you resonate with — a specialist in brand photography is best if possible! We recommend looking on Instagram of Pinterest for local photographers. Ask in advance for recommendations about location, props, colour coordination and even time of day.
- Recommendations: you don’t need hundreds of photos for an impactful website, often 10-15 high-quality images will do! If you’re affected by budget limitations, opt for a smaller-scale photography package. Some photographers provide “web size” images, smaller duplicates of your high-resolution images suited for web design. Bonus points if they offer this! Ask if you’re not sure.
- Timeline: photography/videography projects are often booked in advance and can take 1-2 weeks for editing post-shoot. For best results, ensure photo and video files are delivered prior to your website project start date.
3 — Written Copy (Copywriting)
Written website content is also known as copy or copywriting. Copy is vital: not just as part of your website, but your entire marketing strategy. It also influences how your website will look visually!
Different kinds of copywriting services exist, too. Some are weighted more heavily on keyword strategy for SEO targeting and some are more conversion-oriented. We’ve found a healthy mix of both works best!
- How to prepare: first ask your web designer for their recommendations when it comes to website copy. Some designers might provide a content writing guide to help you DIY the process, or point you in the direction of their trusted copywriter.
- Recommendations: when writing your own copy, keep in mind your existing brand voice/values and refer back to your SEO keyword strategy (if you have one). We’re big fans of the Storybrand Framework by Donald Miller when it comes to clarifying your messaging throughout your website copy. For those interested, here’s the link to his book on Amazon.
- Timeline: whether you DIY or outsource website copywriting, don’t rush the process. Give yourself at least a week to develop your own ideas, and professionals 1-2 weeks. Unless working directly with your designer, ensure copy is ready prior to your project start date.
It can be tough finding copywriters that specialise in SEO strategy and conversion while still sounding authentically you. Did you know that’s one of our specialties? At Ochre Design Studio, we offer copywriting-inclusive web design packages and additional copywriting services. Download a price guide to find out more!
4 — Calls-To-Action (CTAs)
CTAs are the final piece of your website content puzzle, providing viewers the “next step” to working with you. Though related to copywriting, I’ve separated the two to provide more specific recommendations.
- How to prepare: define the most desirable action your website visitors should take — whether that’s to book an appointment, submit a website form or give you a call. You’ll need a short CTA related to this goal for buttons (eg. “book appointment”) and a few longer variations for written CTAs (eg. “book a free discovery session to discover how we can transform your website into an online success story”).
- Recommendations: keep your focus on the primary desired action. It’s a good idea to have a few different CTA variations to keep from sounding repetitive while still prompting the same action. You also want to sound like you’re solving a problem for the viewer — this makes them more likely to interact.
- Timeline: CTAs are usually quick to put together. Including this task in the development of your website copy isn’t just time efficient, but also helps guide the direction of your written copy.
Position yourself for success with quality website content
Content can make or break the effectiveness of your website. If you’re keen to get ahead of the competition, pour your efforts into crafting high-quality website content. Not only will your web designer thank you, but your conversion rates will too!
Most importantly, website content creation should be fun — enjoy yourself, it’s an exciting time!
For more information about brand photography guidelines or help writing clarified copy, check out the other blog posts in this series in the resources section below.
Resources & Credit
- In this series:
- Brand Photoshoot Tips to Elevate Your Digital Marketing by Ochre Design Studio. Prepare for a successful site launch with our top tips to develop effective website content, from brand photography to copywriting.
- Blog feature image by the talented Anna Nekrashevich on Pexels.
