website design, optimisation and content

Website content coaching

It’s a great idea for organisations to manage their own website content – and we can provide the help and knowledge needed to enable them to do this far more effectively.

Website content management systems enable organisations to easily update their own websites.

But, just as it’s the photographer who takes a great picture rather than the camera, creating outstanding website content is something that no content management system can do for you.

Creating more effective website content

We help organisations to manage their own website more successfully, by coaching them on the key elements of effective website content – and helping them to create website content that is better for both visitors and search engines.

We help organisations to:

• understand how they are creating content for two distinct types of website visitors, people and search engines, and how to balance the needs of both.
• gain an understanding of how search engines work so that content can help to improve a website’s search engine results.
• develop a keyword strategy that will help website editors to create search-engine friendly website pages.
• understand how website visitors view and interact with website pages, to help them create content that engages people and engenders a response or conversion.
• understand key HTML elements and how these can be used to optimise a website for both visitors and search engines.
• appreciate the difference between website content that is easy to read and that which ‘turns visitors off’.
• understand how to create a ‘voice’ for the website content that engages visitors and remains in keeping with your brand.
• understand the type of information that website visitors are looking for and how to provide it, present it and structure it.
• create an effective content strategy, including a content style guide, so that multiple website editors can collaborate on the same website without inconsistencies being introduced.
• establish a workflow that includes quality control processes to reduce the chances of inconsistencies and errors.

We work by coaching a team, or individuals, to understand the core requirements of website content and to appreciate the pitfalls of poor content. We can also provide ongoing support, helping teams as required – either by providing content, reviewing and editing their content or advising on the best way to approach a specific challenge.

While we can’t promise to turn everyone into a leading writer, we can provide the skills and structure needed to avoid common pitfalls and to create website content that is highly effective for both people and search engines.