Your web site content helps you get in search engines, speak to visitors, and ultimately get visitors to buy, contact you, or follow a link. Meanwhile, your content has to be updated at least once a month if you want to get return visitors and search engine traffic. To be successful, you need to have a web content strategy.
Web Content Strategy Components
There are four basic ways you can get content for your web site.
Licensed content that you can publish on your site for a one-time or recurring subscription fee, or in exchange for putting a link to the authors' site under the article. The main benefit of this kind of content is that you can build up your site quickly. The drawback is that the content is not original, which means you will get little search engine traffic from it--hundreds if not dozens of other sites will be publishing the same content. Also, within a few years, the subscription fees or the value of visitors who leave via the required link to the author's site will amount to more than you would have paid to have original content professionally written.
Original content contributed freely by your visitors, such as message boards and guestbook-style comments. The main advantage of this content is that it costs nothing and gives you insight into your visitors. The disadvantages are (usually) low quality and the constant vigilance needed to police it for misbehavior.
Original written content that you allow other sites to republish in exchange for a link to your site. This content is usually informational articles, whitepapers, and sometimes, press releases. Distributing content is an essential component of getting links to your site.
Original, well-written content that's exclusive to your site. You should have some content that you hold back from republication, to avoid giving visitors or search engines the idea all your content can be had somewhere else. This can include FAQs, "about us" pages, case studies, testimonials, and other content that other sites would not want to reprint anyway.
What Kind of Web Site Content to Use
So, which of the four kinds of web site content should you use on your site? Ideally, all four. That way you'll maximize the amount of quality content your site can have.
But, the precise ratio of the four kinds of content you end up using will depend on the goals of your site. Some examples:
Licensed content: If you have a content-based site that draws revenue from advertising, a large amount of licensed content can be useful. However, if your site's primary goal is to collect leads, too much licensed content might risk distracting visitors from contacting you, without the benefit of bringing in significant search engine traffic.
User-contributed content: A website that handles support issues will likely have a lot of use for a user forum. A professional services firm would probably be better off without a forum, with all the user-contributed content in the form of testimonials. Ask your visitors and customers for ideas on content they could contribute.
Original written content, exclusive and for distribution: Any website can benefit from original content since it draws search engine traffic and puts your best foot forward with visitors. The broader your potential audience and the greater the competition from other sites, the more original written content you need.
Scheduling Content Updates
Search engines, especially Google, seem to give pride of place to sites that regularly update their content. Regular content updates also give visitors a reason to return.
In short, if you have thirty web pages worth of content this month, it's better to post one page each day rather than put them up all at once. To make sure you do this, schedule an hour each day for updating your site's content.
One way to get regular content updates for your site is to start a blog, a "web log" in which you write your thoughts and post news. The one disadvantage is that many web users are getting tired of blogs, which are often not well written and contain more opinion than information. Search engines, too, seem to be featuring blogs in their results less often.
Identifying a Content Provider
Ever wonder how Bill Gates keeps the MSN and Microsoft sites so content-rich? Doesn't he get RSI from writing a thousand or more pages a day?
You guessed it: Bill Gates does not write the content for any of the Microsoft websites. Nor should you write all your own content. All successful website owners have someone else write a large part of their content. This person or company is called a "web content provider."
Your web content provider has to be a person or company with proven experience writing content for the web, rather than just print content. Ask to see writing samples. You might even ask if you can commission just a single page to start with, for evaluation purposes.
In short, your web content is too important to leave to chance. Make sure you have a strategy for getting the best content. Contact a content provider to develop a web content strategy today.
A Business Web Site
The short answer is maybe. The long answer is that the question might be better asked, "Is a 100% FLASH web site appropriate in business?." The answer to this question, in my humble opinion is, absolutely not. In fact, we have had several clients come to us this year who have 100% Flash web sites that are going to completely remake their web sites because they simply do not work for them. They are having issues with search engines and with clients who can't see their web sites.
Of course, they do work in terms of visuals. If you visit a Flash web site you will see it. Just because a visitor can see the web site doesn't automatically mean that the web site is working for your business.
What is Flash?
Flash is technology developed by Macromedia, a leader in web development tools. Flash movies are a compilation of many images, elements and text that is then compiled into a nice, tight little digital file that then gets put on the internet. Some designers build entire web sites using this technology. Graphic designers quite like the technology because it gives them a great opportunity to show how talented they are by developing interactive, moving, and quite honestly some very entertaining web sites. Remember though that the purpose for your business web site is to communicate with your existing and prospective clients, not to show everyone what a talented designer you hired.
What is Flash Good For?
Flash is great as an add-on element for some graphic components of a business web site. Recently the ability for web masters to compile digital audio and video into flash movies has been simplified and using flash to stream a video is a great example of a perfect use for Flash in a business web site.
Another example of where Flash is well used and well received is on web sites that are about presentation and not information. For example a rock band, kids web sites with little games, a photo gallery, a movie clip are all places where Flash is particularly well suited.
Does Flash have a place on the internet? Absolutely it does, but as a web site purchaser though, you have to ask yourself the question, "does Flash have a place on my business web site?"
Can Everyone See Flash
The short answer is no. Although widely available and a component of most web browsers when they are installed, not everyone has flash installed with their web browser. If a visitor who does not have a flash plug-in on their PC visits a site that requires the Flash plug-in, their web browser will prompt them to install it. PC and web savvy visitors will likely go ahead and do it, but some users (like my mother) panic if a pop-up window asks a question and they walk away, or surf away, thinking they just infected their PC with the latest doomsday virus. All of that said, a large percentage of people can see Flash without too much anxiety.
Things to Consider
The Intro Flash Splash
Flash is commonly used for "splash" pages or "entry pages" into web sites. We have all seen them, the animated movie or commercial that leads us into a more traditional marketing web site. Have you ever wondered why the Flash designer almost always places a "skip intro" link on this page? I believe it's because they know that if they don't allow people to skip the Flash splash screen that they are going to lose the visitor. Remember that most internet surfers are impatient and they are usually looking for information, not another commercial. Get people to your main web page and do it fast.
The trend of using 'splash' pages has declined in the past couple of years as the internet has matured. It is my belief, and widely shared, that if your web site is about good information, then an entry screen is just a road block to your visitors.
The Search Engine
Search engines send out automated robots called "spiders" that crawl through the internet and create massive databases of web pages. People then search for web pages based on key words that are embedded in to the web page in hidden tags as well as in the text that is on the web page itself. If it is important to you that people find your web site then it is important to you to create well written text and links on your web pages that the search engines can find, read and follow. Search engines can not see the text in a Flash page. Search engines can not see hyper-links on flash pages and therefore can not follow the links. Your web page will not seem very important to most search engines because to a search engine your web site will consist of one page and the only relevant information that the search engine will see is your meta-tags if they exist.
Having said all of that, there are arguably ways to get a Flash site indexed and catalogued by a search engine. It simply is not the easiest thing to do and you will likely require a Search Engine Optimization specialist to assist you.
Reciprocal Linking
If you are kind enough to put links on your web site for other web sites then you are providing them with a "vote of confidence" in terms of search engine rankings. The more web sites that link to a web site, in the eyes of the search engine, makes the linked web site more important. Taking that a step further, the more important the web site that links to you the higher the potential ranking your site will get. Likewise sites that provide you with a reciprocal link are in effect giving you their "vote of confidence" and in turn making your web site more important.
Remember what I said earlier? Search engines can not see hyper-links when they are embedded into flash. So although the links are appreciated they will not contribute to the search engines perception of how valuable your web site may be to the world and as a result all those "votes of confidence" are going to waste.
Make sure that people who provide you with a link from their web site to your is not embedded into a flash page. Links should be in pure HTML or Hyper-Text MarkUp Language. If you provide links to other web sites on your site, the same applies to you, use HTML.
Don't Break my Back Button
Web-browsers all have a back button. As software users, and more specifically as web surfers, we use the back button as a matter of course. It is a good practice as a web developer to not 'break the back button'. Unfortunately because of the nature of Flash, the back button doesn't work for backward navigation in the flash web site.
Create a Bookmark if You Can
People like to bookmark pages on the internet so that they can quickly return to them later on. Web surfers do not always bookmark the index page, or the main page, of a web site. For example if you site has a nifty currency converter or a great mortgage calculator on it, people may simply want to bookmark just that page. You can not bookmark an internal page within a Flash site. You can only bookmark the main page. Try it. Visit a 100% Flash web site, surf around a bit, then try to bookmark the page you are looking at. It doesn't work, because you literally haven't changed pages from when you first arrived at the site, you have simply "played the animation" which made it appear as though you went to different pages.
Cost
The cost to develop a traditional marketing web site using standard design graphic, HTML and text is in most cases less expensive than using Flash. If you designer proposes to use Flash, ask the question, "how much would it cost to do the same thing without flash?".
Making Revisions and Updates
If you have your web site built 100% in Flash, you have subscribed to a certain skill-set in your designer. If you want to make revisions you will always need to use someone who can work within Flash. The same theory applies if your web site is images, HTML and text. The distinct difference is that there are far more web masters that work with the later than in Flash. It also typically will take longer to make revisions to Flash sites and as a result your cost of maintenance can be quite steep.
The Source Files
Flash source files are the heart of a flash movie, element or web site. The file will be names something like mywebsite.FLA. This is the native un-compiled source file for a Flash file. Once the designer is ready to deploy the Flash to the web server the file is compiled into a different format. The compiled file in our example would be called mywebsite.SWF.
So to clarify, the original artwork and design is worked on in the .FLA format and the final file that goes on the web server is .SWF.
I see it time and time again where the designer does not provide the client with the source file for their flash elements or web site. They protect the .FLA files, and guess what, you have to go to them for updates and revisions. It does not matter how talented your new web master or designer is, if you do not have the source file with the .FLA extension for your Flash site you will not be able to update it. You should ask your designer to provide you with this source file if you decide to use Flash elements on your web site.
A Final Note On Flash
Please do not interpret my remarks here as me being "anti-flash" the fact is, it really is a great media technology. If you have the budget and want to develop your web site using 100% pure flash, there are some things you can do to mitigate some of the pitfalls that I have described here.
Use a javascript to detect the browser capabilities of the visitor and ensure that they have Flash plug-in to support the Flash on your site. If the result of this simple test is 'no they do not support Flash' then the right thing to do is direct them to an alternative HTML based web site with your content. So, although you can overcome the missing Flash plug-in you have to have two web sites designed (the Flash one and the HTML one).
In Summary
Flash is a great design tool to add elements to your website to 'spice it up'.
Flash is great for delivering rich media like audio and video.
Use the theory, add flash to your web page, don't add your web page to flash and you will deliver a great experience to your visitors.
If your web site is about delivering information, make the information first and the design second. Web sites that provide great content do not need to wiggle, giggle, blink, click and buzz.
Both Joel Walsh & David West are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Joel Walsh has sinced written about articles on various topics from Site Promotion, Home Management and Finances. Joel Walsh, a professional content writer and founder of UpMarket Content, recommends you check out their site to learn more about what you can get from a web site content provider:. Joel Walsh's top article generates over 49500 views. Bookmark Joel Walsh to your Favourites.
David West has sinced written about articles on various topics from Site Promotion, Lead Generation and Web Development. By David West of eKzact Solutions Inc. http://www.eKzact.com... "We Put Small Business Online" Helping small business to jump start their online success, profit and growth. We. David West's top article generates over 5400 views. Bookmark David West to your Favourites.
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