Content Strategy

The most often overlooked and undervalued part of your website's usability is arguably its most important: content. Even a visually stunning website will not be effective if the information within it is difficult to find and understand.

Vision's Content Strategy services addresses both training to teach your editors how to write more effectively for the web and comprehensive consultation to help guide decisions about what content should be published to your site. Our available packages, which range from a basic overview to the creation of a custom strategy for your website, are outlined below:

Basic Content Strategy Consultation

Included with every website implementation we offer.
One-hour WebEx to provide information and materials in a train-the-trainer setting on how to conduct three citizen-focused exercises for their staff.
Provides best-practice handouts.
Does NOT include any plain-language training.

Standard Content Strategy

Clients who already have an idea of how to approach their content and have a process in place for editing content for this website project.
One day of on-site content writing and customer-focused exercises. (Up to two, 4-hour sessions)
Website redesign goals, demographics and examples of content from their current website are gathered and inserted into custom presentation.
Ideal for redesign clients who are current Vision clients, and small to mid-size communities.

Premium Content Strategy

Clients who have no idea how to approach their content and what needs to be addressed when creating a process to edit their current content before migration.
One-year of analytics review provided to client. (see examples)
Two days of on-site consultation. (Separate visits)
First day consists of:
- Review of analytics.
- Review/creation of client goals and expectations.
- Overview of current content development process, providing feedback and recommendations.
- Creation of editing process based on internal staff, political climate, etc. (see examples)
- Discussion on website governance.
- Identifying trainees for 2nd visit.
- Timeframes established and 2nd visit scheduled.

Second day consists of:
- Training content authors and staff on plain-language training and the importance of writing customer-focused content. (Standard Content Strategy)

Benefits to Cities

Help support the efforts of moving the website from IT to Communications. (All levels)
Trains content “writers” on how to write content for their customer. (Standard and Premium)
Provides the ability for all staff to become included in the project. (Standard and Premium)
Provides direction on how best to run a city-wide project and get buy-in from all levels. (Premium)
Uses data-driven decisions to help shape what should be on their website. (Premium)
Introduces the idea of Website Governance and provides examples of how others handle this. (Premium)

Benefits to Counties

Help support the efforts of moving the website from IT to Communications. (All levels)
Trains content “writers” on how to write content for their customer. (Standard and Premium)
Provides the ability for all staff to become included in the project. (Standard and Premium)
Help support the idea of unifying the branding and messaging for all elected officials. (Premium)
Provides direction on how best to run a county-wide project and get buy-in from all levels. (Premium)
Uses data-driven decision to help shape what should be on their website. (Premium)
Introduces the idea of Website Governance and provides examples of how others handle this. (Premium)

Questions to ask around budgeting and needs

How did you get funded for this project?
"We've been doing this for 20 years and we can design a great looking site but we know it will ultimately be the content that drives the success of the website".

**See if the client/prospect has a separate training or consulting budget for this service

Needs Questions

"What's your process going to look like for creating and updating content?"
All of us (vendors) are the same in that we will cut and paste your content. Is your content up to par as far as usability for your residents understanding the information in the website?
(Let client or prospect respond) "Great what is your process?" "What does that look like internally?"