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Web Site Content: The Good, The Bad and The Viral
 When it comes to upgrading Web sites or creating new ones, many builders concentrate their efforts on graphics, design and programming, what they believe are the most arduous aspects of the process — and overlook the value of content.
Regarding content, they often take the easiest path and simply repurpose the text, images and photos on their existing brochures for their Web site — but that approach will limit your online marketing’s effectiveness.
Nowadays, there are myriad ways that content can be displayed, making content presentation one of the sexiest elements of Web or interactive marketing.
Content today comes in a variety of forms. While well-written text and copy is still an integral ingredient of a successful Web presence, it’s essential for builders to consider using photos, video, motion graphics and the interactive features that are now available online to encourage consumer participation.
So how do you choose the right content and features?
First, determine the primary and secondary strategic business objectives of your site. What do you want to accomplish with your site? For example, do you want to pre-qualify leads, generate phone calls or conduct e-commerce using a shopping cart?
Then determine what you want your consumers to experience when they’re visiting your site. A printed brochure, with its pictures and copy, is very straightforward. Putting it online doesn’t change its dynamics.
But with interactive Web marketing, you can create an entirely different experience for your consumers — just like you do every time you build, merchandise and demonstrate a model home.
Use the following elements to heighten your consumers’ Web experience:
Copywriting — The Foundation of Your Content
Copy is a great foundation for your Web site content, but it is important to keep in mind that the Web is a different medium than print publications and therefore requires a different style of writing.
First, don’t write your site yourself. Work with a copywriter who has experience writing for the Web. That way, while your copy will inform consumers about your product, it also will contain important keywords and key phrases so that your site will rank higher in search engine listings — and consumers will find it easier.
Photos — Show Consumers What They’re Buying
As a builder or remodeler, make sure your site includes a great selection of photos of your products or work. Because many consumers have difficulty reading and visualizing floor plans, don’t rely solely on floor plans to show your product. Show them photos of what they are buying, or their expectations will be out of line with the reality of your product.
Hire a professional photographer with experience in interior design photography. He’ll know how to light a room and set up and produce your photos for maximum effect.
You will also be able to use the photos in other marketing mediums such as brochures, direct mail, direct e-mail, even billboards.
Online Video — Craft It for Your Online Audience
Online video is a marketing tool that is growing in popularity, but many businesses haven’t quite grasped its full potential yet. To create your online video presence, don’t just post a recycled 30-second TV spot on your Web site. Just like copywriting, your videos should be crafted especially for your audience.
If, according to your brand and market research, your consumers expect polished and professional images, for instance, produce videos that incorporate voice-overs, use fancy fly-ins and feature a new home consultant speaking to your audience.
If, however, your consumers prefer something a little more down-to-earth, consider producing video testimonials of your existing customers, or better yet, invite customers to enter a contest to create their own video testimonials. Their entries may be unpolished and a bit gritty, but they may be just what your customers want.
Many builders also use online videos to explain the construction process to their customers. When using video this way, keep in mind that your customers will be viewing it — and showing it to friends and family — not only on computers, but also on their handheld devices such as iPhones, so don’t create hour-long videos.
Instead, break the videos up in into segments with each segment recording a particular milestone in the home’s construction process.
Going Viral
Video, by nature, is a viral medium so it’s important — again depending on your customer demographic — to create a video that can be shared. Produce them so they can easily be displayed on a social network like Facebook or simply e-mailed to family and friends.
In summary, don’t create a Web site that is merely a digital version of your brochure. People expect more from online marketing.
To capture their attention, put as much thought, research and effort into the content of your Web site and online marketing as you would to create the words and images for your print, television or radio advertising.
Melissa Stockstill, MIRM, is co-owner and marketing director of MindKube Creative and Marketing, a full-service creative agency based in Central Florida that specializes in graphic design, ad conception, logo creation and Web development for small and mid-sized businesses. Stockstill, an active member of NAHB’s National Sales and Marketing Council, is the chair of education and special programs for the Sales & Marketing Council of Home Builders and Contractors Association of Brevard in Melbourne, Fla., and the marketing chair of the SMC of the Florida Home Builders Association. For more information, e-mail Stockstill, call her at 321-501-2619 or visit www.MindKube.com.
This article originally appeared on the NAHB Sales and Marketing Channel.
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