Most new websites start out with a clear set of goals and objectives. Sometimes along the way while attempting to keep content up to date those objectives can end up lost in the shuffle. If this situation is not corrected both your revenue and your traffic can start to suffer. Most goals can be accomplished if the proper objectives are backing them up—even those goals that are a little vague or have expectations that are a bit too lofty. While it may be easier for you to tie the individual portions of your website to specific objectives, tying your content to a particular objective can be a bit more difficult. What are the typical objectives for website content? First and foremost, search engine optimization is the goal of most content and this does not mean simply scattering the requisite keywords throughout each article. Your content must be relevant to the keywords your users are typing into their query search.
Data Collection
The next typical objective for web content is to collect information about prospective customers and clients. Specific information guides of other valuable forms of content can be offered in exchange for filling out a simple form which provided details about users. You must be very clear about how this data will be used—and how it will not be used. People are hesitant these days to hand out their personal information, so you must be very straightforward about the fact you will only be using this information to send them valuable, free content. You’ve met one of your content objectives if you’ve been able to convince users to allow you to better target them based on their preferences. This allows you to provide more relevant services.
Sales
Most everyone who adds content to their site is looking in one way or another to encourage sales of a product or service. The quality of your content should correlate with this objective. You may think that because you are not selling a specific product that this objective doesn’t relate to you, however you are still “selling” yourself as an expert in your field, so in effect selling is always a valid objective. Websites typically introduce, inform, advertise and sell, so one or all of these will become objectives of your content. Most people come to websites looking for specific information, so ensure your content is not too technical to allow those objectives to be met. A business objective of sales means that you can’t simply give a vague indication of your product or service—your content must be strong enough to explain the benefits and convert those casual visitors into loyal customers.
Goals and objectives with few teeth are those which are simply too vague to implement or are unrealistic. If your goal is that you want your article to be memorable to readers, then that is simply too vague. How do you want it to be memorable—in what specific ways? How do you expect readers to think about the subject after they’ve read your content? Answer those questions and you have measurable objectives. Never create a goal simply as a reaction to a direct competitor. This means that if your closest competitor appears to be bringing in customers right and left, you can’t simply say that you want your content to do the same thing. You have to have a clear understanding of why your competitor’s content works, then find ways to make your own content work.
Goals vs. Objectives
Many people don’t understand the difference between goals and objectives, and, in fact, I’ve used the words somewhat interchangeably. In fact, a goal is the primary expectation and the objectives are the smaller pieces which together will accomplish the goal. In other words, if your goal is to get five hundred visitors each month, then your objectives might be to update your site three times per week with fresh content, to tie your content into Facebook via a contest, or to share your site on Twitter. Work on goals and objectives which are realistic and that you know you can complete and your content will benefit.
Tags: Lawyer Website Content
