A Two-Step Approach for Revising Content
Considering a website redesign? Sooner rather than later you will need to assess your existing content, including HTML pages, PDFs, and images, to figure out what you can archive and what you should migrate to the new site.
Content Strategist Caroline Roberts with iFactory, an OmniUpdate partner specializing in website strategy and design, has managed redesigns for both large and small schools. Caroline has found that getting rid of outdated and inaccurate content at the onset of your project frees up your time to work on new projects and update existing content.
1. The Macro Step: Evaluating Content for Website Redesign
A successful content strategy should encompass both a macro and micro view of the website. In the macro view, you are evaluating the big picture and overall message of the website. At this level, you should be reviewing broad content categories to ensure that you are covering every section of the site.
To determine what to keep and what to delete or archive, Caroline has customers evaluate content by asking:
- What value does it bring to the site visitor?
- What information do visitors really need to maximize time spent on your site?
- What content has served its purpose and is no longer relevant or accurate?
- What information is used infrequently?
- Does the content reflect your brand?
- What makes your institution stand out, and how is that reflected in the content?
- What pages can be combined for efficiency?
Thinking through each of these questions as it pertains to your copy can save your school both time and money. For example, Queens University of Charlotte found over 1,700 pages of content on their existing site, but by the time the redesign team reviewed the content in depth, they were able to eliminate over a thousand pages, reducing their content by 57%. “What they really did was reduce their workload for migration by 57%,” Caroline said. “Doing that up front saved them a lot of trouble and helped them meet their deadlines for the project.”
2. The Micro Step: Rewriting and Revising Content for Website Redesign
Once you’ve assessed content from the big picture view, it’s time to actually write and revise copy—a step that can be executed in tandem with the website’s redesign, and, if included in your redesign project, the implementation of your content management system (CMS).
“OmniUpdate set up a sandbox in the OU Campus CMS for Queens, allowing them to start uploading content that they knew they were going to keep,” Caroline said. “Establishing a basic workflow and approval process in the sandbox helps customers focus on the content to ensure that it looks good and is correct. This also decreases the risk of errors and missed opportunities to showcase your brand identity.”
Are you considered a website redesign? For more details, check out Caroline’s full webcast.