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Content is king. How many times have you heard that phrase when people talk about website design?

What do we mean by content? The obvious thing that comes to mind is the text that goes onto the pages, usually interspersed with a few images.

But content goes much further than this. It’s all about the experience that the client expects when reading the site. And expectations will be different depending on the type of business.

Too many websites are designed to a formula – Home Page (Welcome), About Us, Our Services, Contact Us etc. What your site should be is an online experience of your business.

For example, if you’re in the entertainment business (e.g. musician, juggler, fire eater, actor etc.), your site visitor should come away feeling that the site has entertained him or her. You need to provide lots of examples – videos, audio tracks etc. If the visitor is entertained by the site, then he’s more likely to attend a live performance or buy the music.

If you’re in the business of providing your expertise (e.g. business coach, solicitor, mortgage advisor etc.) then the site needs to demonstrate your expertise. Articles and blog posts will do this best. Video and audio will also enhance the visitors’ experience.

Some website examples.

  • www.freightshield.com. One of our clients. A company that designs custom bodies for trucks. Potential customers see lots of examples of Freightshield’s work so they can say “that’s like the one I need”.
  • www.casablancasteps.co.uk.  Visitors will die laughing at some of the performance videos on here. If I needed a band for a theme party, I’d choose this one. The website sells them.

So forget the phrase “content is king”. Instead the phrase should be the experience is king”.

Leave your comments below and let me know what you think.

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