Wednesday, June 30, 2010

Killer Web Content: Trains, Tickets, Toilets

Killer Web Content: Make the Sale, Deliver the Service, Build the BrandImagine you are on the escalator in a train station. As you scan the signs, there are only three that really matter – Trains, Tickets and Toilets. In Killer Web Content, Gerry McGovern recommends keeping this in mind as you develop the content for your website.

Website readers want very clear messages that directly meet their core needs.

For example, McGovern compares the content that different groups hope to find on an educational website. Government officials were looking for reports and policies. Teachers were looking for lesson plans. Parents were looking for information about how the schools would support and protect their children.

McGovern believes that you can’t satisfy everyone. You need to identify your primary audience, find out what really matters to them – what they care about – and then develop your web content accordingly.

“Don’t fall into the trap of assuming that, just because you passionately care about something, your customer will. This is one of the biggest mistakes you can make. Sometimes what you care about can stop you seeing what your customers care about.”

McGovern agrees that search engine optimization is important, but believes that, “For now and for the future, the most important competitive advantage you can have is a deep understanding of what your customers care about and a relentless focus on helping your customers to fulfill their needs.”

Follow Gerry McGovern on Twitter and read his great weekly newsletter article.

Killer Web Content: Successful Websites are Task-Focused

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