|
|
Relief |
| Outdated, stale brochure-ware | Work with stakeholders to inventory, edit and update text and other content. Archive the good stuff and make sure the right people can find it. Then fix your content management system so primary content providers can use it! |
| Too much text creating headaches for content management, migration and/or translation projects. | Assess text with stakeholders, edit it down and trash anything that doesn't help users find what they want and do what they need to do. Then develop an editorial plan--prioritize, assign, schedule. |
| Typos, missing words, confusing punctuation, misspellings, bad grammar | Probe the editorial and content management systems to identify and fix the problem. Get an approved editorial style guide (or guides) up and running (and enforced!) a.s.a.p. |
| Big blocks of text, long sentences, punctuation hard to read or easy to miss. | Edit to allow quick user scans of headlines and text; break it up into tables, bullet lists, shorter paragraphs; use punctuation that's easier to see on a computer display (e.g. em dashes, not colons). |
| Monotonous, self-absorbed voice weakened by techno-speak and/or marketing jargon. | Help writers get to know your company, its business and its customers--then encourage them to engage in honest, open conversations with your site visitors. |
| Content flow doesn't match visitors' actual (sequential) use of the site. | Review current user research, develop user profiles and task scenarios as needed; align both with content flow. |
|
Content not optimized for search engines (SEO)
|
Identify most popular, least competitive search terms and/or controlled vocabulary, insert in title tags (most important!), meta descriptions, headers, anchor link labels, alt tags (images - clickable only). |
| Content doesn't guide users through the site, help them find information or perform tasks. | Get content providers talking to information architects and vice-versa so content, site structure and navigation are an integrated whole tailored to a specific user group. |
|
Limited budget for developing and maintaining high-quality Web content.
|
Hire a Web writer with SEO skills who's also an information architect with analytics training (that would be me). |
|
Don't know where to begin.
|
Get started with a fast, affordable CPR-Mini cure! |
|
Ask your Web analyst if CPR is right for you! |
|
|
© 2011 Clearwater Communications |