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Content Strategy and Design: How to Create the Wow

The second of five blog posts about what we learned while redesigning our own website. If you haven't yet, you should read the first one on how to plan your new website.

Wow!

That’s what we want you to think when you see our new website.

How?

That’s where the content strategist and the designers come in.

It’s up to them to determine how to create the wow—and a whole lot more—and then implement it. 

Content Strategist – Saying It

The content strategist determines what information to include and the best way to say it.

Their challenge is two-fold.

They’re writing for people—in a way that’s easy to read and gets the point across.

And they’re writing for robots—in a way that’s optimized for search engines to boost search rankings.

Designer – Showing It

The designer determines what information to communicate graphically and the best way to show it.

Their challenge is two-fold, too.

They’re designing for people—in a way that’s aesthetically pleasing and gets the point across.

And they’re designing for web browsers and devices—in a way that doesn’t slow load time, which website visitors find frustrating.

Website Content Strategy & Design

A Dynamic Duo

Here’s an example of how our content strategy and design team worked together on the homepage:

Key Messaging

We have a problem that a lot of companies face—most people only know us for one service (i.e., website development). We needed to find ways to communicate that we offer so much more.

Solutions:

  • Saying It – The first thing you read when you visit our new homepage is: “End-to-End Interactive Solutions: Strategically creating software, websites, marketing strategies, and apps with a focus on your unique needs.” This tells you that everything we do is interactive while sharing all of our services.
  • Showing It – Some of the first things you see on our homepage are four icons, each representing one of our four core services. Now you know all that we do at-a-glance.
Video

We wanted that elusive wow-factor—something that grabbed people’s attention while showing off our capabilities.

Solutions:

  • Saying It – Technology can be impersonal. The content strategist wanted something that would humanize the company.
  • Showing It – The designers suggested a full-screen HTML 5 video with scenes from our office. You can see it here.
Menu

We needed a menu at the top of the page for easy navigation. But we didn’t want it to cover up the large HTML 5 video.

Solutions:

  • Saying It – The content strategist knew a unique menu would add to the website’s wow-factor.
  • Showing It – The designers recommended using a unique menu overlay that wouldn’t overshadow the content. (Take a look—it’s really cool.)
Portfolio

Google Analytics showed that our online portfolio—the “Our Work” section—is the most viewed part of our website.

Solutions:

  • Saying It – The content strategist suggested that we showcase work samples prominently since it’s what people are coming to our website to see.
  • Showing It – The designers agreed and made it the second-most-prominent section you see when you scroll down the homepage. Tightly cropped photos make the images and links intriguing, giving you just a taste of the bigger picture and enticing you to click.
Call-to-Action

There’s nothing more frustrating on a website than being stuck on a page and not knowing what to do next.

Solutions:

  • Saying It – The content strategist recommended having a clear call-to-action on every page.
  • Showing It – The designers put a large, impossible-to-miss call-to-action button at the bottom of each page.

Our Story Becomes Your Story

The Far Reach website is our story.

And if the content strategist and designers do their jobs—our story becomes part of yours, because we’ve made it easy to see how we can help you:

  1. Solve a problem (e.g., “There has to be business software so I don’t have to record the same data is multiple places.”) -or-
  2. Realize an opportunity (e.g., “I have a great idea for a new app.”)

It really comes down to this. Prospects and clients who come to a company website want to know:

  • Am I in the right place?
  • Do you offer the services I need?
  • Do you do good work?                  
  • Am I wowed?
  • What else do you bring to the table?
  • How do I contact you?

If our content strategy and design team have answered those questions, there’s a good chance we’ll earn your business.

Next up: Developing our new website.