“Great Web content is about your buyers, not about you.”  I think David really hits the nail on the head with that line.  The goal of your website is probably not to just be an online brochure but so many sites are just that.  Instead it should be a place for buyers to: find answers to their questions quickly and easily, interact with you and find out how your solution can solve their problems.  Anyone looking to update their company website should ask themselves the following questions:

• Who are my buyer personas? Have I created easy to find, targeted content for each?
• How can I deliver my content in multiple media to accommodate my buyers’ preferred media and learning styles?
• How can I segment my content to deliver targeted new content via RSS?
• Is my web navigation organized using my buyers’/customers’ language?
• Does my offline content match my online content?
• Have I created a path for each buyer persona on my Web site?
• Does my site’s personality match my company’s personality and do my buyers respond well to it?
• Can I add interactive content to my Web site?
• Do I offer content for buyers in every stage of the buying cycle?
• Do I provide content to my current customers?
• Is my content easily available to go viral?

These questions should help you to organize and create content when redesigning your site.  Please do keep in mind that there are definite SEO implications to be factored in to a full scale site re-design.

What else do you consider when doing a re-design?

Next week we will cover chapters 14-16 on How to Use News Releases to Reach Buyers Directly, The Online Media Room and The New Rules for Reaching the Media.