Have a content strategy

I was just quote in an article in AirTran Magazine (don't ask me how I got quoted in an article in AirTran Magazine). I was asked to comment on how small businesses can improve their websites. I think my answer applies to plenty of not-so-small businesses too. You can read it when you fly from Atlanta to Albuquerque or you can read it here:

HAVE A CONTENT STRATEGY

If you want your site to support your business well, focus on your objectives early. “What are you trying to accomplish with your site? Getting leads to the sales force, online sales and marketing are all common goals,” says Adam Kleinberg, CEO of Traction, a branding agency in San Francisco whose clients have included Adobe, Wal-Mart and CamelBak...

“Start with your objective—let’s say driving sales—and ask yourself, ‘What can I do to make that happen?’” Kleinberg says. “If by driving sales you mean ‘enabling e-commerce,’ you could have a special offer featured prominently on your home page. On the other hand, if to you driving sales means ‘generating leads for sales guys,’ then perhaps a link to a free webinar with an opt-in email registration is better content. Th e content on your site should map back to your goals, and a clear ‘call-to-action’ should direct users toward the next step in their interaction with your site.”