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After spending the last 15 years designing websites for our clients we know one thing for sure – extracting the content from them is the hardest part of our working relationship.

There are many reasons for not completing this task – you may be waiting on someone else’s feedback in the company, you may be the type that likes to procrastinate until the last min-ute, perhaps you don’t know what you want to say, or how to say it. For all those reasons and more we have created the first-ever super exciting content plan.

Follow these simple steps and you’ll have a good start for your web content. Please remem-ber, too, that you will have the ability to change this content yourself in the future as your business changes. We will show you how to do this, as part of your training.

About this document

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Perspective Writing for the internet is a little different that something you see in a book. It is a fast-paced environment where people want quick answers to their questions. Keep this in mind when you write your website.

Also think about your tone of voice. Should it be formal and very precise? Should it be a bit more casual and conversational? It could even be written with a little bit of humour under the right conditions. You want your website to stand out from the crowd – so if the writing is unique and engaging and the design is captivating you will have an all-around great package. Say it once, then say it again. People all navigate your website differently. It is O.K. to repeat yourself in a couple of differ-ent areas of your site.

Tips for Writing

Writers Block? Hiring a writer to write your site can be a big plus. They can take your initial content and make it sparkle. It can make your sight more memorable for the person that pays it a visit. We have a couple of people we can recommend. Actually, we have one, her name is Susan. She wrote this document and it kicks ass.

Need Help?

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Effective Homepage Elements

Main Content Content on a homepage should be short and sweet and drive people to the pages that provide more details.

Typically a homepage might introduce and link out to several other more detailed pages of content

Teaser ContentThroughout your site - it’s a good idea think about 3-5 things you want to promote on your website

This might be a specific product or service that you want to create attention for OR a

Rotating ContentMultipurpose an area of your page by including contetn rotators - it’s a dynamic engagin way to get peoples attentionThink of at least 2 things you want to “FEATURE”

Call to ActionIt’s always a good idea to provide a clear call to action

Bold HeadlinesCommunicate your main features / benefits on the homepage

Branding (Logo)Your branding should be present on every page of your website

Site Navigation (Menu)A Menu is a content plan - think about what pages you require and which pages naturally fit together. Top level navigation should be General - Sub Menu items can be specific. For Example:

Common “general” pages on most site include: Home | About Us | Our Products | FAQ’s | Contact UsIt makes sense to have more specific pages listed underneath a general page:

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A site plan is a diagram of the pages of your website. It represents the pages you need to write content for. These pages are generally organized by hierarchy – from most generic to most specific. Having 5 or 6 main choices is about the most you should consider, any more and it can get overwhelming.

The example below shows a 12 page site - the highlighted sections are all you will see, followed by the other sections that drop down when you place your mouse on them. (Or your rat) Home About Us - Our History - Our StaffOur Products (or Services) - Product 1 - Product 2 - Product 3Why Choose Us - Our Guarantee - Client TestimonialsContact Us

(see the next page for some of the most common pages on websites)

Creating a Site Plan

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Common Pages

How Many?

m Home

m About Us m - Who we are m - Our Staff m - Staff Bio’s m - Our location(s) m - Our History m - Mission Statement m - Vision m - Philosophy

m Our Process m Our Products (or Services) m - Product 1 m - Product 2 m - Product 3

m Pricing

m Galleries

m Testimonials

m Why Choose Us m - What makes us differnet

m Resources

m Frequently Asked Questions

m Contact Us m - Contact Form m - Request a sample

Please select your Most Important Pages (Top Level Navigation)

Our best advice is to pick your top 5 General navi-gation items and a few pages to go underneath your top 5.

m Careers m - Openings m - How to apply m What’s Happening m - Event Calendar m - Important Dates

m News & Events

m Volunteers m - How to Volunteer m - Student Placement

m Our Awards

m Our Partners

m Donations

m Media m - Downloadable Files m - Background Stories m - In The News

m Members Area or Client Area m - Login m - Resources m - Downloads m Newsletter m - Join our mailing list

m Other 1.

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Your ObjectivesAnswer the following questions to the best of your ability

Your Audience

Your Pages Teaser Content

Calls To Action

What is the primary / secondary purpose of this site? (This helps us ensure your content is targetted to your objectives)

1. Sales Generation2. Product Awareness3. Service Offerings4. Credentialling5. Education6. Other: __________________

Who is it are you trying to communicate with?

1. Business to Business2. Business to Consumer3. Local / Niche Audience4. National Audience5. Other: ________________

List your top level 5 or 6 Pages (ie. Home, About Us Services etc.)

1. ______________________________

2. ______________________________

3. ______________________________

4. ______________________________

5. ______________________________

6. ______________________________

List 3 or more items that might be useful to highlight on the sides of pages( ie: Testimonial, Join our Newsletter, Rotating Images)

1. ______________________________ 2. ______________________________

3. ______________________________

What actions are you asking your visitors to do?

1. Call Today2. Subscribe / Register Now3. Order / Act Now 4. Other: __________________

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Your ContentPage: Example: About Us

Title: Example: About Company ABC,

Headline: Example: A long tradition of great value & competitive prices

Description: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________

Call To Action: _______________________ Teaser Content 1: _______________________

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ChecklistSite Plan - a list of pages you want on the website and how the pages are organized

Call’s to action - some action you want your website visitors to do (learn more about product x, call

a number, fill out a form,

Teaser content (2-3 pieces of content for the sides of pages) - this might be a testimonial, a service you want to draw attention to, an award

you’ve received, some professional association you belong to etc.

Headlines - what’s the main idea you want to communicate - can you describe this is 1 or 2

sentences?