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Considering the content

Isabel Johnson

Deputy Managing Director at Shaw

There’s a lot to consider when it comes to setting up a new website. Many will agonise over the platform that the site will be built in, what the domain name might be, where it will be hosted, what the navigation might look like, what colours to choose, and what bells and whistles might be required. All very important considerations, but a bit like building a shop without thinking what you might sell.

For us, considering the content is absolutely essential. And what do I mean by content? That’s the graphics, pictures, words and, perhaps, video that will best describe your product or service, and engage your target audience.

Many web developers will deliver a technically sound, high speed, and easy to navigate site, but will expect content to be finalised in advance and sent through as the icing to complete their digital cake. However, our approach is a bit different. Content is at the heart of what we do and while a technically sound and robust structure is important, a website is only as good as its content.

Before starting any website project, we look to understand what the site will be used for, who will be using it, what information will be relevant to them, and how they will want to hear or see it. We can then work with you to write search engine friendly copy that is straightforward and engaging, create graphics or select pictures that draw browsers in and illustrate your message, and develop videos to get complex messages across in a simple and time effective way for site users.

Site content plays a huge role in determining how well your site ranks on Google, and is essential for high clickthrough rates, good website usability scores, and low bounce rates. A well ranking site is essential for getting your message out to people, whether that be to buy your products online, visit your physical store or get in touch to find out more about a service you’re offering. We can conduct SEO research to find out what keywords are important to your business and write copy for your website that ensures these are prioritised, while still fitting with your brand tone and appealing to your target market.

Your website content is also important from a brand perspective – is it written in your brand’s tone of voice, does it follow brand guidelines and is any photography/videography fitting with your brand style? Your website is one of your most important ways of communicating with current and potential customers so you want to ensure it really encapsulates your brand.

Creating video for your website can be a highly effective way to promote products, explain your services or introduce team members. Google also prioritises pages with high quality video content over those without so it can be a great addition for SEO. In one survey, 86% of marketing professionals reported that they used video as a marketing tool. 78% of those marketers felt videos have directly increased sales for their business and 86% said videos helped to boost traffic to their website. We produce a wide range of video styles for clients, from film led brand videos, to graphic-only explainer videos, and there is a style to suit every purpose.

Developing creative, dynamic and effective website content is at the heart of what we do, so if you’d like to find out more, or get a review of your current site then get in touch at