Building a Website: Step 2 - Content & Strategy
One message, one idea -- simple association

This is part two in our Building a Website series, which means you haven’t read Step 1, then head over there now before continuing, as this series will build on itself. Each step is like bricks of a house, taking them out will cause the whole house to loose stability and end up not being worth very much (see pile of rubble).

So we know Who we’re targeting, What we’re delivering, How it’s going to be delivered, and Why our Users/Customer want it, the next step is to take all of this information and turn it into something that’s useful.


Simply putting it, “Winging it” never goes as well as a well-through-out plan. And we’re not here to product average, or mediocre; we’re here to produce a website that’s going to make the business successful. And that means coming up with a plan for both the type of content, and the content of the content (I know a bit repetitive but give me a second to explain).

I’ll use this blog as an example.

We’ll first look at “type” of content. Type of content refers to the medium is which is used to convey the message. Assuming we’re using the web there are a limited amount of options: written word, video, images, or audio. However, these are not mutually exclusive, i.e. memes are images mixed with video (gif), or words mixed with images, or words mixed with videos.

For me, creating a written blog is much more flexible — thus making it the obvious choice.

As for the “content” of the content, I’m referring to the information that’s being shared with the user. This could be broken down further into the relevancy and quality. Feeds (see Facebook, Twitter, or any app out there) are a perfect example of this. A year ago, information was given to your based on time post — but that has changed. These apps are focusing on the relevancy and quality with regards to the customer.

Your website is no different.

For any given page, the relevant information needs to be displayed at the correct time (see information architecture). For example, if you have a page about your company, the user doesn’t want to see information regarding your social media or the process on how you create your product or deliver a service; that information would go under a services type page.

To top it all over, you need a cohesive message or strategy that encompasses the entire website. This is not only apart of branding, but helping create a clear picture of your company in your customer’s mind.

Let me give you an example. I like movies. I’m sure you like movies. Everyone likes movies. Let’s say we’re making the script for our movie. And in our script, John is our hero for the first half of it. While in the second half, Jamie is our hero. There’s no transition, just an arbitrary and abrupt switch. Anyone watching this movie would be baffled why the hero not only switched, but why the new hero is even there and what they has to do with the first.

Your content strategy is no different. Having a singular cohesive message across your website acts the same way. It gives your customer a clear picture of your company, and its benefits to them.

“We’re a mobile first web design and development company”.
“We build our web application in Ruby on Rails”.
“We kick ass”.

If after reading this, you're inspired with questions regarding a question you've always wanted an answer to, shoot me an email at (yes, that's my direct email). And I will do my best to add it to the queue of topics we'll be sharing with the world.

Thanks for reading, and have a great day :).