Five Steps to Effective Website Content

The average person spends less than 15 seconds on a website. Does your site capture their attention that fast and help them find what they need? There's really no shortcut for smart design and organizing content intentionally, but there is a simple process I can share with you to help make your site more effective and convert visitors to clients.


When I design websites for clients they have the option of providing content, or having me write it for them. Either way, creating great content is usually a team effort. Understanding content mapping and user personas will undoubtedly make your content more effective, and more enjoyable for users, since it will cater to them. All of that results in return visitors and conversions to clients.



STEP 1: User Personas


This is a fun exercise. User personas for a website are descriptions of the types of people that would be on your website. For my business, this could be people looking for branding or web design services for many different industries. You generally want to think of two or three types of people that embody your typical users, and they sometimes have different needs. In a way you're designing one website with several different experiences. That can get messy really fast without a plan.


We'll continue with an example of a small business owner that could be a web design client. You'll begin with their demographics, and then get creative with a description of their daily life, then finish up with how you can help them. Let me be clear that these are completely made up, but they should reflect the ideal person that is looking for a specific product, feeling, or lifestyle from your company.


Demographics

This section is pretty self explanatory, it can help to do some online research, or even go to a local business similar to yours, or a coffeeshop, to observe everyday people and see which ones might be your type of customer.



NAME

GENDER

AGE

LOCATION

OCCUPATION

EDUCATION

INCOME

FAMILY





Daily Life

During this portion of the description, you'll get into the details of your user's lifestyle. What's important to them? What challenges do they have that you can help solve? What are their needs and preferences?


PERSONALITY TRAITS

HOBBIES

TYPICAL DAY

CARES MOST ABOUT/GOALS

CHALLENGES

THEIR FAVORITE APPS/SITES