Web Content Creation

Web content to make sure your web site sounds just as good as it looks.

By this time every company has a web site. You may even have gone through a redesign (or two), but something just doesn't sound right.

Does your web content reflect your brand story today? Or is it just a reflowed version of the content that existed on your old brochures? Are you greeting your site visitors with a tone that reflects your corporate personality? Are you using terms that are "in-house" or your-department-lingo?

Web content may not have been the top priority during your branding initiative and when visitors come to your site, chances are they'll discover content that hasn't been updated to reflect the real you.

Communication Strategy Group works with you to develop strong brand stories and then we help you communicate them through web content that sounds like the image you want to project.

Contact us today to learn more about our web content services.

Take a look at our web content development process:

Communication Strategy Group
Web Site Content Strategy & Development Process

Step 1
Develop Information Architecture
Develop information architecture for web site detailing hierarchy and relationship of site pages, navigation and links. This creates a blueprint for the web site, which is used to manage the web site content development process.
Note: Web design agency may complete this step
Timeline: 2 weeks in consultation with client and web designers

Step 2
Develop Content Strategy
Develop content strategy for web site to focus on content that will be relevant, useful and efficient for site visitors and balanced for search requirements. Recommend trigger words, language, "voice", plus audio, video and graphics/images concepts that will best help convey web site information and align with the brand image. Create editorial style guide that provides guidelines and examples for creating (and helping client create) new content and messages using a similar voice and language, including headline and subhead style. Create list of brand identity attributes-adjectives and descriptives that help creatively articulate the written, graphical, interactive and physical expressions of the brand.
Note: Branding or Web design agency may complete this step
Timeline: 2 weeks in consultation with client and web designers

Step 3
Conduct Content Inventory
Inventory existing content, identify content gaps, and evaluate potential sources for additional material.
Timeline: 1 week depending on client/content availability

Step 4
Create Page Outlines & Templates
Develop page outlines or templates based on designs in collaboration with, and based on page designs from, web designer. Assign existing content to new outlines and assess for content "holes."
Timeline: 1-2 weeks depending on availability of web page designs indicating content length

Step 5
Develop Site Content
Edit existing copy for pages. Develop new copy from existing materials. Develop and conduct email Q&As or phone/in-person interviews to develop content where holes have been identified. Site pages are developed/edited with complete site page copy (to lengths indicated by designer) with links and other site elements images indicated for designer.
Timeline: Depends on length of site and client/content availability

Step 6
Review & Approve Draft Copy [Client]
Draft site pages are sent to client (in batches as appropriate) for review, comments and approvals.
Timeline: Concurrent with Step 5; Depends on length of site and client/content availability

Step 6a
Incorporate Client Edits
Client edits are incorporated into copy and returned to client for second read and approval. New edits to content (beyond simple copyedits) will be billed on an hourly basis. Pages are returned to client as in Step 6 for approval.
Timeline: Concurrent with Steps 5 & 6; Depends on length of site and client/content availability

Step 7
Copyediting & Copyfitting
Approved pages are copyedited for spelling, grammar, punctuation and established style and voice (using Associated Press Style Guide and client's own style guide).
Timeline: Concurrent with Steps 5, 6 & 6a; Depends on length of site and client/content availability

Step 8
Flow Copy into Pages [Designer]
Web designer/production flows copy into pages making sure that copy appears with indicated style and size and that indicated links are made live.
Timeline: Depends on length of site

Step 9
Review Final Pages [All]
Web designer, CSG and client review pages to check for content errors and omissions. Any content changes are indicated to CSG in single document.
Timeline: Depends on number of pages in site

Step 10
Site Changes Coordinated/Entered [CSG and/or Designer]
Site changes are coordinated/entered by CSG or designer, depending on designer's preference.
Timeline: Depends on length of site

Contact us today to learn more about our web content services.