Thoughts

The Number One Thing that Slows Down Website Development

Jen Dodson

Brand Manager

The biggest thing that slows down website development is content. Sometimes it can be design or the actual build, but nine times out of ten in my own experience, it’s content. Instead of giving you the easy way out, like paying a copywriter to do it for you, here are some practical tips to get over the content development struggle.

You can always edit it later

Websites are a beautiful thing, in that nothing is permanent. Content is fluid and can change based on new product launches, stronger messaging, new leadership, etc. What you write today, isn’t guaranteed to be relevant in three months. Get content to where it’s “good enough” and post it. You can always come back to it and edit it.

Short attention spans are a fact of life

On average, humans have an attention span of 6-8 seconds. With that in mind, it’s safe to say a majority of visitors won’t read the content on your site word-for-word. They’ll read headings and skim for key points – soon enough they’ll get distracted by a blog post, a Facebook notification or an incoming email. This should put your mind at ease in that website content doesn’t have to be perfect. It certainly doesn’t have to be multiple paragraphs long if you can say the same thing in five sentences or a few bullet points. Instead of trying to craft the perfect sentence, focus on getting the main point across. Your audience will thank you.

Carve out time, no matter what

Everyone’s busy, I get it; phone calls, two hour meetings, picking up the kids from school, finding an hour to exercise, the list goes on. While writing website content may seem like a low priority, it can stall a website build for months. If launching the site is important to you and your organization, ruthlessly carve out time to get it done. Stop watching TV and checking Facebook for the latest Tasty recipe (guilty) and start writing. If you have to schedule time on your calendar, do it. If you have to close your office door, do it. Do what it takes to carve out time to write.

Take baby steps

When I say “baby steps” I mean the smallest steps possible. Instead of setting one large goal like, “I’m going to write three pages in the next two hours,” set smaller milestones – “Open a Word document” or “Write one sentence.” Each milestone is considered a success and each step gets a little easier. Get over the initial hurdle by making that hurdle as low as possible. The next one will be easier and soon enough you’ll be unstoppable.

Write with the end goal in mind

The hardest thing to do is start. Every task seems more difficult in anticipation than execution. Think about how you’ll feel after you write one page, or one batch of content. That sense of accomplishment far outweighs the anxiety of the initial start. Before you know it, you’ve written two pages in 90 minutes. Once you reach your goal for the day, reward yourself with a walk outside, a funny YouTube video, or a chat with co-workers.

I know writing content is easier said than done, but you’re ruthless. You can carve out time and set smaller goals to get it done. It’s just a matter of getting started.

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About Adashmore Creative

We built our business and reputation on helping brands bridge the gap between who you want to be, where you are, and your audience’s perceptions. Our focus is outsourced marketing strategy for relationship-based B2B businesses, including professional services, manufacturing, and trade associations.