It’s the face of your brand and the voice of your product or service. Also, most of your management team will want to sign off that it’s 100% perfect.

When creating website content, the biggest challenges (strangely enough) are NOT usually writing it.

Challenge #1: Death by version control. Your website content=your organization’s digital presence. Which sometimes means that everyone and their goldfish will need to review and approve it. You can quickly descend into revisions hell and miss the mark on the original content strategy.

Challenge #2: Wild inconsistencies in voice, grammar, and structure. Given the complexity of website projects and the number of stakeholders who may touch it, your content is prey to every inconsistency you can name, and a few you hadn’t yet considered.

Challenge #3: Target audience has the attention span of goldfish. Admit it, we all do. Your website content may be politically correct after everyone has taken a crack at editing, but now it’s also much wordier and longwinded. It’s key to engage a good editor (ahem) who can simplify anything, even the techno-babble of the software engineers.


But actually. Depending on your product, service and buying process, website content may need to achieve one or many of these goals:

  • Show your customers that you understand their needs and empathize with their pain points.
  • Demonstrate how your product/service can help solve their challenges.
  • Answer frequently asked questions that come up in the buying process.
  • Share with your customers what it’s like like to work with you.
  • Make it easy and intuitive for prospects to access deeper content in your blog or resource centre.
  • Generate leads with well-placed, contextual calls-to-action.



Developing a few smart tools and strategies to drive the website content production has helped me support a number of B2B clients through sitemapping, subject matter expert interviews, content writing, revisions, editing and content loading.

To maintain website content quality and consistency, I start each project with:

  • Revised sitemap and content inventory
  • Content templates for each custom page type
  • Brand style guide
  • Target audience
  • Clear, pre-determined review process

If you’re desperate to add some structure to a website content refresh that’s starting to look a lot like the wild, wild, west…let’s talk.