Your blueprint for collecting client content.

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Roberta Gallagher
5 years ago
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1 Your blueprint for collecting client content.

2 SGCB» OVERVIEW A little about us Our content-gathering process Content gathering tools & resources

3 Christine Thatcher Designer + Digital Strategist Michelle Hunter Content Strategist + Copywriter SGCB» A LITTLE ABOUT US We met via Twitter. We ve been working together for 4 years. We have combined experience of 40 years in our respective fields.

4 SGCB» A LITTLE ABOUT US Excellent design elevates the quality of the words on the page and excellent content elevates the overall quality of the design.

5 SGCB» OUR CONTENT-GATHERING PROCESS So how do we help our clients achieve an ideal blend of design + content? Without confusion and delays?

6 Process Overview

7 SGCB» OUR CONTENT-GATHERING PROCESS Do you wait for content before you start? We ll show you how you can do as much as half of the website project without a sentence of client content.

8 Complete up to half of the project before content is due.

9 SGCB» OUR CONTENT-GATHERING PROCESS You don t need your client s content to get your project started. You need your client s business goals.

10 Most of my wireframes are done using dummy text because I like to: Embrace the freedom needed to create a design that truly influences the user. Suggest the ideal amount of content to the client or the copywriter.

11 SGCB» OUR CONTENT-GATHERING PROCESS Most clients don t understand what it takes to influence someone to act.

12 Content Audit

13 Questions to ask yourself during a Content Audit Is this content written from the client s perspective or is it full of I statements? Does it feel similar in tone to the way the client presents herself in person? Are there gaps in the content or places where it feels incomplete? Does the about page content read like a professional resume or more like an engaging story? (Hint the story is preferred.) Does the content feel heavy and wordy? Can you easily condense what s there or does it need to be reworked?

14 Content Workbook

15 Content Workbook

16 Use the Client Content Workbook if This is a new site. This is a MAJOR overhaul involving a change in message and focus rather than just refreshing the visual brand. Your client s current content feels professional and distant OR is full of I statements and not customer-focused. Your client has expressed dissatisfaction with the effectiveness of their current site and low conversion rates. (Recommend completely refreshing the content.) Your client is adding new products/services that are significantly different (in purpose or price) from their current offerings.

17 Whether or not you use the Client Content Workbook Make sure you are charging for any content strategy services you provide.

18 Sitemap

19 Simplified Sitemap How can I help clients through this step visually? I discovered clients were confused by flowchart-type sitemaps. These are more of a design team tool. Recognizing that I was looking for a simple starting point, I switched to asking them to visualize their sitemap using a table in Google Docs.

20 Assess the Client Content Workbook

21 Assess the Client Content Workbook Your assessment should uncover 1 of 4 options: 1. Use what you have after editing it yourself. 2. Ask your client to do some editing. 3. Recommend your client work with a copywriter. 4. Require help from a copywriter.

22 Assess the Client Content Workbook Why is good content important to you? It s an opportunity to educate your client on how content and design work together to get results. It s an opportunity for you to uplevel. Every project you work on adds to your professional reputation and builds your business.

Assess the Client Content Workbook You ll need to have boundaries and processes in place if your client chooses to write their own copy. Your client might come to you and ask for your opinions.

23 Assess the Client Content Workbook You ll need to have boundaries and processes in place if your client chooses to write their own copy. Your client might come to you and ask for your opinions. Are you charging for content strategy? Are you making room for it in the project timeline? This is where designers get sidetracked and bottlenecks form. Are you willing to enforce penalties for missed deadlines?

24 Homepage Wireframe

25 Homepage Wireframe How to get your wireframes started without content: Use the information gleaned from your client intake and strategy call. Think about your client s homepage like a mini funnel. Determine the homepage structure by thinking through desired actions.

26 HOW TO BREAK DOWN YOUR CLIENT S ANSWERS CLIENT INTAKE STRUCTURE Business Goals Marketing Strategies Offerings User Action STYLING Passion / Mission Strengths Personality Visualization Wireframe HOMEPAGE / LAYOUTS Brand Elements

27 ANSWERS CAN HELP YOU DETERMINE THE STRUCTURE OF A SITE

29 Homepage Content Due

32 ORGANIZING CONTENT

33 ORGANIZING CONTENT

34 Homepage Concept

35 + + =

36 All Content Due

37 All Content Due Set the correct expectations around the due date. Teach your client the best way to format content for maximum results. You have control over what you receive and what you are willing to accept. Optional: provide wireframes of key views. Don t inundate your client, give them only what they need. Breakdown this big task into smaller more manageable ones.

38 Global Content Due

39 Global Content Due Calls to action Optin titles, descriptions, and buttons Sidebar graphics, buttons or areas with text Footer information Thank you pages

40 Optional: Additional Page Layouts

41 Optional: Additional Page Layouts There are a few different approaches to this step: Skip it. Wireframe key layouts with lorem ipsum text. Wireframe page layouts using actual content. Create fully-designed layouts using actual content.

42 WIREFRAME KEY LAYOUTS WITH LOREM IPSUM

43 WIREFRAME PAGE LAYOUTS WITH ACTUAL CONTENT

44 FULLY- DESIGNED LAYOUTS WITH ACTUAL CONTENT

45 Final Content Revisions

46 Final Content Revisions After showing my clients fully-designed layouts, I ask them to go back and make final minor* revisions to their Google documents. *Major changes, such as removing or adding whole sections at this point in the process can increase the project scope, resulting in additional charges.

47 Final Site Review

48 Final Site Review Allow your client to go through the site with a finetooth comb before launch. Guide them through this process by asking for revisions in a specific way: Please provide me with ONE bullet list of changes. Any revisions bigger than minor content changes or missed links can increase the project scope, resulting in additional charges.

49 A few takeaways Help your clients see your vision. Break things down. Don t inundate. You have control over what you receive.

50 SGCB» CONTENT-GATHERING TOOLS & RESOURCES Client Content Workbook Does Your Client need a Copywriter? Illustrator Wireframe Templates Google Doc Templates How-to Format Content Effectively Video

51 THANK YOU. WE APPRECIATE YOU!

PHASE 1 COLLABORATIVE EXPLORATION

PHASE 1 COLLABORATIVE EXPLORATION S E R V I C E S a nd P R I C E S PROCESS Good, professional design fosters trust and credibility with your customers. Today more than ever, people are more design savvy and expect a higher level of brand