Analyzing/Planning the Website Content

Effective Website Content Strategies

Your website content is extremely important to users, prospective customers and to the search engines. The content should provide useful information that will attract people to your website, establish your website relevance and convince the visitors that you are knowledgeable and competent by clearly explaining what your business is about.

Implementing effective website content strategies while planning and organizing the content, or analyzing the existing website to apply the necessary changes, is most valuable. In either case you should think about:

• What do you want to achieve through your website?
  Focus on your objectives and business goals for the website.
• Whom do you want to attract to your website?
  Decide on your target audiences and their relevant characteristics.
• When and why will they come?
  Focus on your users' objectives and goals for visiting the website.

Planning/analyzing your website content is critical because it should reflect main objectives for the website - both yours and your users' objectives. It should also incorporate all user oriented and search engine friendly best practices that are part of the process of developing a successful site.

Real life examples and case studies across the different industries are one of the most effective forms of showing the importance and the power of implementing integral, user oriented and search engine friendly best practices to develop a successful website - from analyzing/planning your website content to successful search engine marketing.

The Website Content Case Study on Leading Outboards Manufacturer's Government Sales

Website: Evinrude and Johnson Government Agency Outboard Motor Sales
Industry: Manufacturing - Outboard boat motors, parts and accessories

Evinrude and Johnson is a well known manufacturer of outboard boat motors plus Evinrude/Johnson genuine outboard motor parts & accessories. This specific website enables Government agencies to find all the necessary information regarding purchasing outboards and applying for Government training courses quickly and with ease.

General Website Objectives and Business Goals:

• to ensure prominent featuring of their website in all of the major US search engines;
• to increase qualified search engine traffic to their website;
• to enhance further their well known brand profile within the US market.

The above general website objectives are probably the main objectives of each and every website online, and the goals underlined in all search engine marketing campaigns.

But how should they reflect on this specific website content depends on the target audiences and their relevant characteristics.

Target Market:

• online Government agency outboard boat motor researchers
• online Government agency outboard motor buyers
• Government outboards training courses information researchers
• Government outboards training courses buyers
• outboard products information researchers
• online commercial outboard boat motor buyers channeling

Specific Website Content Objectives:

More specific website content objectives are providing all necessary information regarding purchasing outboards and applying for training courses to Government agencies representatives, thus reducing their time for unnecessary inquiries both over the Internet and phone:

• displaying information on benefits of government sales
• explaining government sale possibilities
• revealing detailed product specifications and ensuring easy comparison
• providing answers to frequently asked questions

Although the website is primary oriented to Government sales, one of the important website objective is providing usable information to all searchers interested in sales of outboards, parts and accessories, but channeling the commercial sales to the adequate points of sale.

Having all the above in mind, the website content offers detailed information for Government agencies, including the possibility to use this site or GSA advantage for their purchases. The specialty products specifications are offered in details, as these are the products adjusted to specific needs of various Government agencies. The FAQ page is also adjusted to accommodate Government agency researchers, and Government training courses are presented thoroughly, including the possibility to download all the information and explanations in one PDF document.

In addition, both Johnson and Evinrude standard product specifications and comparison are included to accommodate less specific outboard products information researchers, and channeling of the potential commercial outboard boat motor buyers or genuine parts and accessories buyers to the adequate points of sale.

So, the specific website content objectives are achieved satisfactory. What about general website objectives for this and any other website? Adequate website content is just one of many necessary segments of successful online marketing campaign. Obviously, the most important would be integral user oriented and search engine friendly approach utilized throughout the campaign.

Web Design and Online Marketing by Distinctia, 2006