Project Type: SEO / content marketing design / development
Industry: construction / renovations / contracting
This web design / development project was a component of a broader content marketing strategy, and the custom site was actually included as a free bonus. The WordPress site includes a drag-and-drop page builder solution, and a series of custom created video tutorials, to make in-house content edits and additions really simple.
Content first: Most small businesses will have a website built, quick and cheap, with say 5 to 10 pages, and after it's built, it just sits there. The odds of it gaining first page search engine rankings, traffic and new business are slim to none. Needless to say, this does not serve the owner's business well.
I always emphasized the importance of a content strategy, and many clients will apathetically consent to it in the beginning. However, as the saying goes, "the road to hell is paved with good intentions." Once clients have the website built, they tend to believe they can't afford the cost of marketing as well; but it's precisely the content that will give them a steady stream of qualified traffic and sales leads. Let's face it; we can't optimize content that has never been written, promote keyword search terms that aren't used in any content, or promote invisible blog posts in social media. By including the website as a part of a content strategy, the website owner is assured of a growing 'content asset'.
I realize that this is a somewhat unusual approach to obtaining a website, and I’m always happy when I meet a business owner who understands that a website isn’t just an item to check off on a to do list; it’s a marketing tool, and it doesn't work without a content and SEO strategy. It's been fun working with Drew on this project.