It’s Not The Size Of The Content

October 15, 2015
Amanda Ferry

In the world of web design, there are a multitude of steps between project kickoff and successful launch. Often, the content portion of a project can be the most challenging.

Less really is more. It’s important that content is informative but concise, and delivered in a way that will attract and engage customers.

Print Design and Brochure for Teva Pharmaceuticals, Teva Pharmaceutical, Teva Pharmaceuticals, Teva Pharmaceutical brochure design, push10 brochure design, push10 print and design, push10 branding, push10 brand design, push10 brand materials, brand identity philadelphia, graphic design philadelphia, high res photography, teva, contentBelow you’ll find a few things that our team at Push10 focuses on when trimming down copy. We aim to aide you in the beginning processes to help you avoid an overload of content chaos!

 

Content First // 

A content first approach allows the design team to create solutions based upon the content rather than forcing the content into the design. Often, if content isn’t focused, it can create a stressful process of redesign. For example, it’s common for clients to give ten lines of text for a design that allows for only three.

Enough of these instances, and the project deadline can get quite drawn out with numerous revisions and their subsequent approvals. The ability to design with the content makes for a much smoother and more amicable process for both the design team and the client.

 

GatherContent //

Another potential stumbling block within a project is the actual collection of content from the client. Much like other digital agencies, we’ve had moments of juggling endless email threads and giant file transfers – which led to our decision to utilize a specialty tool to help streamline the process.

A valuable resource when it comes to rounding up all those text blocks and image files; GatherContent is a platform that allows our team to create formatted templates with character limits, guidelines, and structure. It provides the flexibility we need when discussing content with clients, and enables painless editing and approvals for both parties. Tools that allow you to set deadlines, assign authors, and create approval workflows can save a lot of time, headaches and keep a project moving forward.

 

User Experience // 

Of course, the way content is delivered via design is directly tied to consideration for the user. There’s nothing worse than a website filled with lengthy paragraph after lengthy paragraph. This causes information overload, or worse, a “goodbye forever” from your user! Access to the Home, About, and other landing pages should be quick and easy.

Through use of long-scroll pages, hover-state effects, and content teasers, the user can smoothly scan a webpage for the information they need. Using bold headlines, breaking up paragraphs, and linking to in-depth content will keep the site from becoming overwhelming. It’s also no secret that in today’s mobile web, the fewer clicks the better. How you deliver content through can mean the difference between a high bounce rate or a retained loyal customer!

 

Conclusion // 

To avoid some typical hang-ups and back and forth correspondence, there are ways to focus your team and make content the gateway rather than the roadblock. Designing with a content-first mindset can lower the potential for continuous redesign, and frame things appropriately from the get-go. Taking advantage of web-based tools like GatherContent can help organize, format, and structure the process for both the client and designer.

Lastly, appealing to the user makes a world of difference in creating a website that delivers an engaging experience and invites return visits.