The goal is to add value when adding new content.
I’m often asked to update websites on behalf of my client. As their web developer it is easy to carryout the task that is asked and leave it at that. But as their developer I am also acting as their digital marketer as well. So when a task is being performed during an update I can see what their real intent is. I know what they are trying to achieve and I can look at the broader picture which is, of course, the success of their website and the information contained on it. I often push back on a task and advise my client that the goal behind the task can be enhanced.
Two recent examples come to mind. They both involved the addition of a graphic file supplied by the client to be added to their respective websites. In the first example an auto repair shop wanted an industry-wide certification badge added to the website.
When I googled the badge in question I discovered it was a highly regarded badge recognized by the industry as a shop that had achieved a high degree of training to earn the right to display the badge. I suggested to the client that the industry badge deserved it’s own page on the website. The new page provided a space to explain what the badge meant and customers could now understand how valuable the badge was to that business. In addition, the new page provided an opportunity to expand the content and gain more opportunities for relevant keyword ranking for the website. The takeaway was that instead of adding a image to their website I could expand that opportunity and provide more value to the website.
The second example also involved expanding an opportunity for my client’s website. This client had a graphic file to advertise an upcoming Women’s Retreat. In this instance, I described what the Women’s Retreat was about and then linked to a PDF page which explained in detail everything that the Rereat would cover as well as the event payment details.
It’s hard to quantify what is valuable. I look at what the client is asking for and understanding what the desired goal is. I think websites are not clear in explaining the information contained on the site. The users of the site should understand all of the information and any terms on the web page. Explaining things in detail also creates more keyword-rich text and that helps the site as well.
This is one of my favorite ways that I love helping clients and help them see a bigger picture with their websites. Everyone is rushed these days and it’s important to be a second set of eyes for my clients and act in their best interests when working on their websites. Love that part.
