When was the last time you actually read through the content on your Web site? Are you confident with the quality, consistency, and integrity of the message? Can you easily predict what the main message is that visitors will take away from your site? Or, better yet, are you influencing them as to what they should take away? If not, you may need to take a closer look at your content to gain a better understanding of the role that it plays within your online business.

Experienced Web developers and project managers will tell you that content assembly and creation is consistently a leading factor behind languishing Web projects. Content overhaul is rarely at the top of a site maintenance list, yet it should be.

This is the first newsletter in the "Pursuit of Quality Online Content" series.

The big picture
The inherent value of the Internet comes from the ability to store and retrieve information in a manner that facilitates ease of use, security and larger quantities of data than other readily available mediums are capable of handling. The Internet is a completely different ballgame in the world of information and media. Sure, it's still a communication tool as it facilitates both email and voice (via Voice over IP, or VOIP, technology) transmissions. It's also a primary and ever increasing source of information contained in the vast and seemingly never ending network of Web sites.

The University of California-Berkeley found that the volume of information online has tripled during the past three years (Berkeley Report Executive Summary). CMSWatch™, an independent source of information, analysis, and reports about web content management solutions, noted in November 2003 that this data reflected not only the rise in email and VOIP usage but also the growth of corporate web publishing efforts (Online Content Still Mushrooming...for better or worse). With all of that growth, it's important to understand the role that the Internet, specifically the World Wide Web (The Difference Between the Internet and the World Wide Web), plays for consumers.

Understanding the medium
When faced with content input, a common mistake made by Web site managers and content contributors is thinking that it's appropriate to copy and paste text from print materials for use online. Unfortunately, this approach is not effective. From a media perspective, being online is not the same experience as reading through a brochure or magazine page by page or watching a TV commercial that plays through in 30 seconds.

Web sites by their very nature are highly interactive and engaging. They require some give and take—a presentation and a user response. With search engines and the never ending network of hyperlinks that exist online today, users can enter a site anywhere. Sometimes they land halfway down a page. Often they never even see the site's home page. Hyperlinks allow users to bypass any implied order you may have intended on your site. The Internet is a dynamic media in the purest sense.

So, now that we've reviewed online content from a high level, you're probably wondering how to go about improving the content on your site? Or, better yet, how to increase the marketability of your Web site in the midst of the ever expanding amount of online content and competition? One way to start is by reviewing the message conveyed by your site's underlying visual design .

More than words
Online content is more than the text presented on a Web page. It is the entire presentation and message and can encompass graphics, documents, video, text…really anything that fills the page. With all these different presentation elements comes the additional burden of providing a logical page layout for your users. More on that a little later.

In reality, content is inseparable from a Web site. There is little to gain from a site design that lacks some type of information or idea.

I'm sure you are familiar with the adage "a picture is worth a thousand words." This is especially true online. Images of people and products as well as logos and branding can speak volumes to visitors. Graphics help define the tone of a site whether it is casual, professional, warm and inviting, or clean and simple. Make sure the message your graphics communicate lends meaning to the goals of your site and the larger business strategy.

Avoid using "fluff" graphics that hold no inherent meaning as they won't bring any value to your site or more importantly its visitors. The same can be said for Flash and image animations. Emotional responses to visual elements are nice, but not typically the user response you are striving for. Keep in mind why users visit your site. Are they seeking information, looking to initiate communication with you, or possibly engage in eCommerce? Keep your site's graphical elements relevant to their purpose.

Of course, there is a downside to relying on graphics to help convey your message. Be wary of large file sizes and their resulting bandwidth usage. There are plenty of users still using dial-up modems and they won't wait around for large files to load. Basically, when it comes to graphics, it's all about striking the perfect balance between file size and substance.

Additionally, many users view motion of any kind as an annoyance. Be courteous and give users the option to view the file or bypass it. Animations can also present accessibility issues for people with visual or other disabilities, some of whom rely on devices to help them read Web pages. (For more on accessibility check out the W3C Web Accessibility Initiative.) Make sure the treatment provides meaning, supports the greater message, and always provide text equivalents for non-text content.

Now for a few words
So, you've reviewed the message conveyed by the graphical elements of your Web site and you're ready to tackle the text itself. Obviously , textual content should support the visual messages presented, not conflict with them. But much more is required.

Remember the earlier advice against copying and pasting from print materials to your site? A successful Web site takes work and commitment. It should never be an afterthought. With more and more users coming online each year and an increase in Internet based B2B operations, your Web site warrants the same if not more attention than your other marketing efforts. Start planning your online marketing strategies at the same time as your print materials to ensure integration and consistency in the message. Remember that there are significant differences between how users interact with each medium, so each may require a unique approach.

A specialized form of copywriting is evolving within the professional writing field that is unique to the online medium. Knowledge gained from independent research based on user observation has led to new writing methods and the creation of the phrase the "Online Content Professional." Individuals who fit this new mold have both the editorial and technical skills required to effectively reach the user audience. Content professionals understand the unique spatial requirements of the various browsers and the latest viewing formats (e.g. PDAs and cell phones). They know where users will look on a page and what they're looking for.

Outsource-based online copywriting firms have sprung up just to handle the intricate content needs of busy companies. But you don't have to spend a lot of money to give your site's content a facelift. In our next eNewsletter, we'll discuss user habits as well as effective spatial and textual copywriting methods you can employ to capture their attention.

Conclusion
Today, the Internet has evolved into a competitive marketing venue. Analysts are calling for online content that is in alignment with a company's overall business strategy. This lends toward more internal integration and allows your online customers a clearer picture of your goals and initiatives. Take the time to compare your online strategies with your overall business goals and make budgetary and resource allowances needed to integrate them.

In the end, no Web site project should be without a content plan or review. Place the same importance on the online message as you would any other media. After all, when it comes to the customer experience, no one should be caught unaware.

Article References

• Beech, Matt. "Online content is more than writing online." Featured on www.contentpeople.co.uk, (Feb. 1, 2003).
• Beech, Matt. "The multi-skilled content professional." Featured on www.contentpeople.co.uk, (Feb. 1, 2003).
• CMSWatch News Article. "Online Content Still Mushrooming…for better or worse." Featured on www.cmswatch.com, (Nov. 1, 2003).
• Rhondes, John S., "Writing for the Web and Creating Effective Online Content: An interview with online writing expert Amy Gahran." Featured on webword.com, (Oct. 20, 1998).
• Spencer, Steven. "Five steps to an effective content strategy." Featured on techrepublic.com, (Jul. 3, 2001).
• Stratigos, Anthea C. "Content is Still King." Featured in CIO Magazine, (Oct. 15, 2001).

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