Content First, No Matter Who You Are.
Neil Patel makes a (good) living by helping all kinds of companies grow their revenue, including Amazon, NBC, GM, HP and Viacom. He also co-founded Crazy Egg and KISSmetrics, so his resume is pretty solid. Not all of his advice resonates with me, but he recently posted an article about boosting website conversion rate, and I got sucked in. There was one bit that stuck out to me in particular. He agrees it’s best to go the content first route.
“To ensure that the marketing copy throughout your whole site is aligned, you should first plan out all the pages you are going to have on your website before you start writing copy. This way your messaging throughout your whole site will portray one message.”
Doing this has more advantages than just maintaining one voice, so I want to take it a step further. Plan your architecture first. Then plan what text goes where. Chances are, you’ll realize you don’t have anything concrete to say on a couple pages and end up eliminating what would have only gotten in the way of your core message. You’ll be trimming the fat before your site’s even overweight…
So it doesn’t matter who you are, what industry you’re in, or what you’re selling: planning content first is a sound way to get better results. Simple as that.
Read the whole article in 7 Simple Copywriting Tweaks That’ll Shoot Your Conversion Rate Up.