Content tips for creating a new website

15 months have passed since I declared I was going to build a new website. Back then, my website was seven years old and far from fit for purpose. It didn’t showcase any of the best practice a web copywriter’s website should. Since that day, I’ve written content for 20 client websites, but struggled with my own. Oh, the irony!

Now, eight years and three months after Comma Sense was born, I’m over the moon to publish a brand new website that I’m immensely proud of.

I didn’t have the budget to bring in a web developer, but I do have years of experience commissioning, managing and maintaining websites. My original website was all built by me, so there was nothing (other than lack of time) to stop me doing it again.

Throughout the planning, writing, design and build process, I recorded all the things I learned and the problems I uncovered. Some of these are things I wish I’d known before I started. Others are tips I’ve picked up over the years. I’ve broken them down into content and technical lessons. This post covers the web copy and content side of things.     

So, if you don’t have the budget and/or want to have a go at building your own business website, here’s what you need to know.

Review your existing site content

Go through every page on your current website and ask yourself, is it relevant and valuable to my ideal client?

I do love a de-clutter and found this exercise quite therapeutic! Someone suggested I ask a VA to do this task for me to save time. It was important to me that I do it myself to ensure my new site only included the content I wanted on there, that would be of real value to my clients. Over the years, my business focus has changed and I realised that some of the services and blogs posts were no longer relevant.

I read through every blog on my old site (there were 90!). 35 haven’t made it to the new site and six have been set aside to bring up to date. No content is ever useless, but you have to be ruthless in deciding what to keep and what to bin.  

Create your site structure before you start writing and don’t build the pages before you have written them!

Decide what pages you want on your new site and where the content gaps are, then set about writing the missing words. It’s very easy to get over-excited and start building pages without the words (believe me, I know!), but you will save time in build if you wait until you have all the content ready.

I really wanted to create a portfolio of case studies to showcase my work. Case studies are such valuable content and I love creating them for other people. But I knew I wouldn’t feel comfortable interviewing my own clients about what it’s like working with me - eeek!

I asked the brilliant Ally Phillips from Pink Spaghetti to do the interviews for me, giving her a list of questions to run through. Ally recorded the interviews and I used them to write the case studies. Take a look! 

Create a content tracker

I built a really simple spreadsheet to help me keep a track of my blog posts as I moved them across. I logged where I wanted to add links to new service pages, and highlighted where I needed to make minor edits or delete broken links. I used the tracker to quickly create the links once the website was live. It saved time and helped me to monitor progress.

Get some great headshots

High quality images make all the difference on a website and I love the professional headshots Andrew Collier took of me. I never thought I’d say that about a photograph of myself. Andrew made the whole process so relaxed and easy. Visit justheadshots.photo to get yourself sorted!  

Storytelling never gets old

Reviewing 90 blog posts was both time-consuming and rewarding. Reliving and reflecting on the achievements documented in my annual review posts was great fun. It made me realise how far I have come.

In 2016, I started out as a comms business, which is unsurprising as that’s what I knew at the time. Over the years I’ve recognised how I can use my communications strengths in my copywriting. That’s what most people now know me for - and I’m cool with that!

I will continue writing and reflecting on my achievements and I highly recommend that you celebrate and document yours in your own way.

Ask people to test your site before launch

There will always be things you don’t spot after looking at your site for months on end. At this point, a fresh pair of eyes is what you need. I asked a couple of trusted associates to take a browse around the site and report any glaring mistakes. They suggested a handful of word changes and some wonky buttons, but other than that it was all super positive.  

Create a comms plan for launch

Now this is my forte! Think about the key messages you want to land, who you want to see them, and where. Your comms plan doesn’t have to be big or complicated, but it should highlight any new content you want to showcase, such as blogs, case studies and new services. Write and schedule as much of your social content in advance, so all you have to do is wait for it to land and reply to all those lovely comments!   

Keep adding new content to your website

It’s what Google loves! Launching your website isn’t the end of the content writing. Not touching it and letting it stagnate is the worst possible thing you can do. Google wants to be fed with delicious, juicy new content on a regular basis.

If you have a blog or news section, create a plan and stick to it. If you have a portfolio, keep adding new client work. If you showcase customer testimonials, keep asking for them and posting new feedback. Consistency will drive organic traffic and reward you with new enquiries. And if you need help with this, you know where to find me!   

So there you have my 8 tips for creating new website content. Look out for those technical lessons coming soon.