- Look at Analytics to see if the page gets views currently
- Is all of the information still accurate?
Content Strategy
It all starts with content… and organizing it
Introducing Proto
You will be entering all of your copy into a simplified WordPress site, which we’ll refer to as your Proto Content site. This platform will serve as a workspace for organizing your content and drafting your pages. At this stage, there’s no need to insert images, videos, or worry about formatting the content into specific modules. The primary focus is on adding the text for each page.
We’ll dive more into Proto at the end of Content Workshop!
When reviewing the content on your current site for migration to your new site, keep the following in mind:
Is this Information still relevant?
Is There Enough Content For It To Be On It’s Own Page?
- Or is there too much and we need to break it onto different pages?
How Should We Visualize This Content?
Later we will talk about modules. Think about how you can creatively implement content with those tools, instead of just plopping a big wall of text on the page.
High Value vs. Low Value Pages
600-2,000 Words
High-value pages are those deemed important either by you or by user behavior. At the start of the project, focus on creating an effective User Flow to guide target demographics where you want them to go. Additionally, users may designate high-value pages based on traffic patterns. Conduct an audit using Google Analytics to ensure these pages are correctly identified and that user journeys are as expected.
High-value pages should contain 600-2,000 words. Given their importance, the content should be detailed and well-crafted. These pages often represent the final step in the user journey, making them critical for conversions or successful outcomes. Therefore, the content and effort invested should reflect their significance.
400-600 words
Low-value pages are those you don’t expect users to visit frequently, such as blogs, content required for compliance, or pages that barely made the cut in your Sitemap audit (more on this later!). These pages should have minimal user interactions—avoid adding forms or features that require active user engagement. Instead, low-value pages should guide visitors toward higher-value or key call-to-action pages. Keep the content between 400-600 words to ensure the page remains searchable without overwhelming users or reducing conversion rates.
How many High-Value pages should a site have?
There can be multiple high-value pages, which is why analyzing traffic data is essential. By checking Analytics, you might discover that certain pages receive a significant portion of the site’s traffic. These pages should be considered high-value, and we should ensure they are easily accessible throughout the site. Create clear pathways and content loops to these pages, making it effortless for users to find and engage with them.
Exception: Conversion Pages
As mentioned earlier, pages with a primary interaction should deviate from the standard word count rule. For instance, a contact page should prioritize the form over extensive content. The goal is to maximize conversions by focusing users’ attention on completing the form rather than reading lengthy text.
For conversion-focused pages, aim for 25-50 words that drive users to complete the desired action. This might include a catchy headline or a brief explanation of why the action is valuable. Ensure the content aligns with the site’s overall voice and tone.
Organizing Content
With a clear understanding of each page type, it’s time to focus on organization. While adhering to the recommended word counts is important, simply writing to meet a target won’t engage users or please Google. We need to add value to our content.
Consider two companies: one lists its services with brief descriptions, while the other provides in-depth insights, highlighting what makes their services unique and why they matter. The second company achieves a higher word count through meaningful content. Our aim is to be like the second company, delivering value and engaging content beyond just meeting word count goals.
Follow these basic guidelines:
Use short paragraphs
Include bullet points when necessary
Include images
Images that illustrate and support the copy
Embed relevant videos
Utilize modules
visually articulate content in an interesting way
Link to other important, or related pages
Take it one page at a time
Think about making quality content first, and then think about how to link them together