Strategy Blog: Post

M. Jackson Wilkinson - Strategist :

For the most part, we act as a User-Centric Design (UCD) shop for our clients. In its most basic sense, this means that when we're wireframing an e-commerce site, prototyping a new web application, or putting together a page description document for a client's about page, our foremost concern revolves around the needs and wants of the users. Usually, that means we go about shaping our client's business goals in the context of user goals, and ideally the client recognizes that achieving the latter helps achieve the former. But if they don't get it...

Continue reading "User-Centric Design is About User Goals AND Business Goals, if the Client Gets It"

Stephanie Hay - Project Manager :

Coming up with words to pitch services or products can be tough.  When you have so much to offer but so little time to explain before users potentially lose interest, finding the right words is imperative.

More often than not, clients choose to tackle writing content for their sites in order to save time and money; however, because they’re so close to their messages, this approach sometimes can be counter-productive.  What comes back can range from text that’s too cumbersome for making a quick impact to ambiguous content that’s jargon-heavy.

My best advice to clients—aside from hiring an objective (but informed) copywriter—is to not think too much.  Well, at first, anyway. 

Continue reading "Who Are You?"

Stephanie Hay - Project Manager :

Sonia Simone’s Copyblogger post yesterday made the point that users will have an easier time getting from Point A to Point B if they’re provided clear directives.  It’s why, as she notes, the ole “click here” method still works better in eliciting action than passive, descriptive text that just happens to be linked.

She says,

Decide what action you want readers to take. Ask them to take that action. Ask them clearly, succinctly and unmistakably. Put at least one unambiguous call to action into every piece of persuasive writing you create. You’ll see results.

One thing I’d add is that it’s not enough just to write clearly with smart, action-oriented (read: verb laden) copy.  I mean, I get mega frustrated when I come to a page with fourteen different next steps, each holding as much weight as the last, and each seemingly no closer to my target.  I couldn’t be bothered to read all the copy someone may have painstakingly crafted for those spots; instead, I’m looking for a way out.  And it’s probably the X my browser window loyally provides.

We work tirelessly with clients to help define user paths up-front; THEN, we reel in those users with punchy content, whether in a gorgeous red callout or an email blast or a Flash intro.  What’s great about the web (what isn’t?!) is its relative transparency thanks to tools like Google Analytics, so we can always nimbly modify the paths that aren’t leading to conversions by learning from the ones that are.  Ultimately, it’s better to make some assumptions that can be corrected later about what users want rather than slapping seventeen callouts in the right sidebar and hoping one sticks.

And when it comes to getting from Point A to Point B, who wants to find a fork—or seven—in the road?  I mean, less is more, isn’t it?

Stephanie Hay - Project Manager :

Although clients know themselves and what they have to offer, sometimes they struggle with conveying that through writing.  They consider who they are now, what they had to offer a year ago, maybe what they want to become in five years ... Ack!  So much to wade through in paring down a unique voice and tone.

Categorization helps us process things, so when we come across a new site, we immediately ask ourselves questions like: Is this legitimate?  Does this sound like some kooky pyramid scheme?  Is the design a joke?  Do the people look happy in their staff headshots?  (Maybe that’s just me who asks that...)

Across the board, more and more websites are being labeled legitimate because they seamlessly integrate informational tones with a subtle degree of whimsy or humor.  Gone are the days of formalspeak that no one cares to read.  Readers want to be spoken to the way you’d interact with them in person.  The web is beautiful like that.

So, where do you start?

The first step I suggest when clients are trying to define their voice in writing is to, well, SPEAK.  Gather a bunch of people whom you trust, and then pitch to them how you would describe yourself or your business.  Just say what you mean, from the hip, in a way that is free-form and flexible.  Answer questions like: What benefits do you offer?  Why should anyone care about you?  How can you improve their lives?  How can you impact them?  Listen to how they react.  Correct what’s confusing.  Emphasize what works.

After you’ve heard your pitch a bunch and gathered the crucial feedback, then start writing. Try to replicate what you were saying. Don’t immediately edit everything you write.  Come up with several sentences—not paragraphs—and then say it again.  Listen to the way you sound.  If it sounds forced when you say it, chances are it will read that way, too.  Keep trying.

Once you have something solid, determine if it could be even more succinct.  Cut what’s redundant or awkward.  If you think it takes many paragraphs to explain something, then chances are your readers won’t get it fast enough.  You could have the greatest idea since Al Gore invented the Internet but no one will stick around to care if you can’t convey it concisely and in a way that resonates with them.

It’s from this exercise—which admittedly can be rather tedious—that all additional content can be generated.  Knowing yourself and describing yourself in a way that’s true to your voice and tone will provide the point of orientation against which all other site content can be created; writing new content will be easier, and your readers will appreciate the consistency and personality.

Stephanie Hay - Project Manager :

I have a hard time understanding why clients stress about writing content.  (I’m a writer, so it’s my passion. Sue me.  Please don’t.) To others, it can be overwhelming and intimidating knowing each piece of copy must appeal to users AND to stakeholders approving that language.

Ok, I get it.

Continue reading "An Agile Approach to Content Saves Stress (and Money!)"