Category: Content strategy

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Empowering Small Business Builders Series: Content Strategy Concepts

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Small business builders, artists, musicians, solopreneurs, take note. Here are some concepts that may help clarify what you need your website to do for you. Content strategy is the plan you make before building your website. You consider search engine optimization (SEO), Usability, and Accessibility. Or at least you should. 😉

SEO means how you place in organic search results, and how you plan to improve your ranking organically through a combination of getting backlinks, making text changes to your web copy, and using paid advertising.

Usability focuses on creating an enjoyable and intuitive user experience for all visitors. Can your audience complete the tasks you’d like them to complete while on your site, such as subscribing to your newsletter, signing up to your course offering, or completing a transaction.

Structured content allows us to write once and publish everywhere. It’s when you mark up your titles, lists, summaries, images and paragraphs so that machines and systems can understand them and display them appropriately.

In the following venn diagram, we see that:

  • A combination of good usability and SEO gives high quality content.
  • A combination of good SEO and accessibility will give good structured content and accessible content.
  • A combo of good accessibility and usability gives high quality, accessible content.
  • All three concepts give that sweet spot of structured and accessible, high quality content.
content strategy concepts venn diagram is described in surrounding text.

FAQ

Now, let’s dive into some common questions you might have as you navigate the world of website building.

Question 1: What is web accessibility, and why does it matter for my website?

Web accessibility ensures that your website is usable by everyone, regardless of their abilities. By making your site accessible, you’re not only expanding your audience reach but also embodying inclusivity in action.

Question 2: How can I ensure that the text content on my website is accessible to all users?

One simple way to ensure text accessibility is by using clear and concise language. Break up your content with headings and subheadings, making it easier for visitors to navigate and understand. Remember, simplicity is key!

Question 3: What are the key considerations for making images and graphics accessible?

When adding images and graphics to your website (and also your social media posts), be sure to include descriptive alternative text (alt text). This ensures that visitors using screen readers can fully engage with your visual content.

Question 4: How should I structure headings and subheadings to improve accessibility?

Ah, heading hierarchy—a crucial component of web accessibility! Start with an <h1> tag for your main page title, followed by <h2> tags for major sections, and <h3> tags for sections related to the h2’s above them. This hierarchical structure not only aids in accessibility but also enhances the overall organization of your content. Every content management system has a different look and feel but they all have a way for you to mark your headings in the paragraph dropdown box.

Question 5: What are the best practices for creating accessible links and navigation menus?

When creating links and navigation menus, opt for descriptive link text that clearly conveys the link destination. Additionally, ensure that your navigation menus are structured logically and can be easily accessed via keyboard navigation without the need for a mouse.

Summary

Usability and accessibility are all about making the journey smooth and seamless for every visitor. I hope these answers have shed some light on the path to website content strategy. Remember, you are capable of creating a website that not only looks beautiful but also welcomes visitors of all abilities. Embrace the process, ask questions, and never underestimate your ability to make a positive impact online.

Thank you for joining me on this empowering journey. Until next time, keep shining bright, and remember—the world is waiting to experience the magic of your small business!

Read part 1: Making a Usable and Accessible Website

If you’re visiting from Awedacity, I have an Awedacity HQ Citizen space called Hub Yolantis in OnCyber if you want to take a metaverse tour.

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Empowering Small Business Builders Series: Making a Usable and Accessible Website

colorful stripes

Today, we’re going to embark on a journey to learn about making a website for your small business. Whether you’re a seasoned entrepreneur or just starting your small business journey, I’m here to assure you: you’ve got this! 

My name is Yolantis, your website mentor. Not only am I a fine artist, but I’ve been working on websites as a career since 2000, and I’d like to help you understand the things you’ll need to do when it is time to get YOUR small business online. Maybe you’re an artist, or designer, or musician thinking, hey, I really need a website, or, Hey, I haven’t touched my website in months, maybe I should pay more attention to it.

To be clear, I’m not writing this from the viewpoint of a freelance website builder. I’ve already got a job and I don’t have bandwidth to take on all of your web projects. What I want to do is help you improve your website. I’ll explain how later in my series. I have a curriculum about usability and digital accessibility for people who WANT to run their own website. But first I’ll do a quick intro to website strategy concepts.

Ready for a site of your own?

So it’s time to set up the website. Let’s talk about the essential technology needs for having your very own website.

Building a website starts with laying the groundwork, and that means having the right tools and technology at your disposal. Let’s break it down, step by step.

Domain Name

You’ll need a domain name if you want to establish a professional online presence. Think of it as your digital address—a unique identifier that visitors will use to find your website. It’s a purchase that can be standalone or bundled with hosting. You usually buy a domain name for one year, two years, or five years. Choose a name that reflects your brand and resonates with your audience, and isn’t already taken. If you are going to name your business after you get a domain, you can go to a domain name provider to see if it is taken. If you already have a business name but it’s not available as a domain name, the domain provider usually gives you alternatives that will work just as well.

Website Editor

Once you’ve secured your domain name, it’s time to choose a website editor, also known as a content management system (CMS). Whether it’s Squarespace, WordPress, Wix, Hubspot or one of hundreds of other builders out there, there are plenty of user-friendly options to explore. These platforms offer intuitive interfaces and customizable templates, which make website creation easier than starting from scratch. 

Again, if you are a solopreneur trying to do everything yourself, maybe because there isn’t enough income to justify the cost of a website agency, you’ll want to use a service that has website templates available. That way you can make your own edits whenever you need to. If you are at a stage in building your own business where you’re overwhelmed and don’t have the time for website creation or maintenance because you’re busy building your business, please do reach out to a local website & marketing agency. You’ll pay for the privilege, but they should take care of all of that for you.

Security Certificate

Now, here’s a crucial consideration: hosting and security. Ensure that your chosen website host includes a security certificate with your package, or be prepared to purchase one separately. A security certificate encrypts data transmitted between your website and its visitors, providing peace of mind for both you and your audience. Not only that, if your certificate is expired or something went wrong with it, nobody can get to your website.

Hosting

Sometimes hosting comes with the editor, as in the case of Squarespace, Wix, and Hubspot. But if you’re not going with one of those all-in-one service plans, you could choose any hosting company and purchase a WordPress hosting plan and they will install the newest version for you. Or you could look around at popular hosting companies and find out if they have a built-in, proprietary website builder tool. Lots of them do now. When it comes to the cost of website hosting, cheaper isn’t always the way to go. Do your research to find out how responsive their customer service is. Fast and effective customer service ranks higher than a more affordable plan rate.

Website Strategy Concepts

With your domain name registered, CMS and hosting provider selected, and security measures in place, you’re ready to dive into website building. But remember, accessibility and usability are essential components of a successful website, and they go hand in hand with the technology you’ve put in place, so we plan our content next.

Now, let’s talk about two concepts that often seem daunting: accessibility and usability. Accessibility refers to making your website usable for everyone, including those with disabilities. Usability, on the other hand, focuses on creating an enjoyable and intuitive user experience for all visitors. These two concepts go hand in hand. When we prioritize accessibility, we naturally enhance usability, creating a welcoming digital space for all.

Take a look at this Venn diagram of website strategy concepts. The three main circles are Technology, Marketing & SEO, and Usability. They all work together to help your business be successful. In my diagram, the overlapping areas indicate issues you may face if one of these main things are missing.

  • If you have great technology and marketing but you have a usability problem, then you may end up with accessibility issues.
  • If you have great marketing and usability but your technology has a glitch you may experience long load times or sporadic downtimes, for instance.
  • If your usability and technology are good but the marketing plan isn’t effective, you may end up being low on search results for your keywords or you may even be blocked by Google from showing up in search results.
  • And if you find that sweet spot then your website is secure and stable, usable and accessible, and discoverable. 

Read part two: Content Strategy Concepts.

If you’re visiting from Awedacity, I have an Awedacity HQ Citizen space called Hub Yolantis in OnCyber if you want to take a metaverse tour.

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Why ‘Click Here’ is everywhere

a comical yellow square character with a cursor pointer for a hand and the name Clicky on it.

There is a common element to the content I receive for posting on the web, no matter where I work. When I review first drafts of web pages, I often see the overuse of “click here” or “here” as link text. The use of “click here” as link text is a common practice that has persisted since the birth of the world wide web for several reasons, despite its lack of accessibility and usability. Here are some possible reasons why it continues to be used:

  • Tradition and familiarity: “Click here” has been used for a long time and has become ingrained in people’s habits. It’s a default choice for many content creators who may not have considered the importance of descriptive link text.
  • Lack of awareness: Some content creators may not be aware of the impact of link text on accessibility and usability. They may not realize that using descriptive link text helps users understand the purpose and destination of the link without relying on surrounding context.
  • Convenience: Using “click here” may be seen as a quick and easy way to indicate a clickable link without putting much thought into crafting descriptive link text. It requires less effort compared to writing specific and meaningful link descriptions.
  • Incomplete understanding of accessibility guidelines: While accessibility guidelines such as the Web Content Accessibility Guidelines (WCAG) recommend using descriptive link text, not everyone is familiar with these guidelines or may not prioritize them in their content creation process.

How to Improve

To promote change, it’s important to raise awareness about the importance of descriptive link text in improving accessibility and user experience. Providing education, training, and resources on web accessibility can help content creators make more informed decisions and encourage the use of clear and meaningful link text.

And I’d like to provide that training to content creators. I think it would be a breath of fresh air to lead a training aimed specifically at website owners who are content creators, not necessarily the back-end website coders or pros.

Did you know that when someone who is blind accesses the internet using a screen reading assistive technology, they have the ability to pull all links out of context and have the link text announced. That is their way of scanning the page.

An Example

Improper: “For more information about our accessibility services, [click here].”

Now, let’s rewrite the sentence with descriptive link text:

Proper: “Explore more about our [accessibility services] to ensure an inclusive experience for all users.”

In the rewritten sentence, we replaced “click here” with a descriptive link text that clearly conveys the purpose of the link. This allows users to understand the context and destination of the link without relying solely on the surrounding text. Descriptive link text is not only more accessible for users with disabilities but also improves the overall user experience for all website visitors.