When looking at how to launch a website, it is surprising how often content is overlooked. Time and again we’ve witnessed companies face a mad dash to populate their stylish new site with compelling, quality content… and failing. Why the failure? Quite simply, like any piece of art, quality copywriting and exceptional content take time to develop and produce.
Naming no names
Now, it would be churlish to point the finger and apportion blame for an oversight in the production of web content; with the design and technical aspects of a modern site becoming more and more complex, it’s perhaps no surprise that website copy often falls down the pecking order. That said, the content on your site is your direct line of communication to internet customers, so failing to place suitable importance on the discipline will mean you will be playing catch up once your site goes live.
This is where forward planning and a content strategy comes into play. The early stages of how to launch a website will doubtless include preparation of a sitemap and website specification. These will be the blueprint from which your site is constructed and should act as the starting point for preparing content for your website.
How to launch a website: content checklist
- Prepare an editorial schedule from the sitemap/website specification
- Research the relevant keywords for each individual page
- Formulate your internal linking structure
- Ensure you prepare relevant meta descriptions, headers, alt tags and page titles
- Invest in professional copywriters to write and edit content
- Proofread all content before uploading
- Carry out an audit on content before launch and ‘fill any gaps’
Copywriting is an integral role in any website development. It is the means by which your message is communicated to your existing – and potential – customers. Investing in the preparation and professional writers will ensure the quality of your site is as high as possible, and will serve to engender trust between you and your customer base.
Once you’ve carried out all the necessary measures for the production of your website content, and your site is launched, you will be ready to turn your attention to the next piece of work: content marketing – a subject we’ll cover separately.
For the time being, if you find yourself asking ‘how to launch a website’, don’t forget the importance of the content.