Give your website a clear purpose, your content a useful place, and your readers a next step. Explore the questions that connect design, search and everyday maintenance.
Open the article archiveA workbench for ideas.
Read. Connect. Revisit.
A website is a set of connected explanations. Decide what each page should help someone understand before choosing its layout. The heading introduces the subject; the body develops it; the next link keeps the journey moving.
Use the Website Personalization archive to explore how a visitor’s context can shape a page. Keep the main message clear enough to make sense on its own.
Organisation matters when a site grows. Group related material under recognisable topics and use descriptive links between pages. A category should help a reader choose, rather than simply collect everything that shares a word.
The Link Analysis collection provides another entry point into the relationships between pages. Start by making a short list of the pages you already have.
Record each important page and the question it answers. Note duplicates, unclear labels and information that needs checking. One shared list gives a review a practical starting point.
Use a Content Calendar to make room for revisions as well as new articles. Assign an owner and a review date so the work has a clear next step.
Read the page again after a change. Follow its links, check its examples and consider the small-screen reading order. Keep a record of what changed and why it was needed.
Pick a question, then follow its connections. The archive brings together practical marketing subjects and a wider range of business reading.
They meet in the way a page helps someone find and understand information. A clear layout gives content an order; descriptive headings and links explain that order. Think about both while planning a page, rather than treating the text as something to add after the design is finished.
Begin with one important visitor task. Follow the route from the homepage to the page that answers it, then look at the heading, explanation and next link. Write down where you hesitate. This creates a small, specific review that is easier to discuss than a general request to improve everything.
Choose a question that deserves a complete answer and has a clear place in the site. Check existing pages first so you can see whether the answer is already there. Sometimes improving an existing explanation is more useful than creating another page with a slightly different heading.
A useful calendar names the page, its intended reader, the question it answers, the person responsible and a review date. Include time to update existing material as well as publish new work. Keep the calendar small enough that someone can maintain it during an ordinary working week.
Use link text that tells the reader what they will find at the destination. Place the link where the next question naturally arises, and check that the destination actually answers it. A long list of loosely related pages can be less helpful than a few carefully chosen connections.
Review timing depends on how quickly the information changes. Contact details, offers and time-sensitive guidance may need attention sooner than an introductory explanation. Set a review date when you publish, and bring it forward when the underlying information changes or readers repeatedly ask a question the page does not answer.
Older articles can show the context in which an idea developed. Read their dates and separate lasting planning questions from references to specific platforms or features. Before applying a technical instruction, check the current official documentation for that product. The publication date is part of understanding an article, not a detail to ignore.
The archive includes marketing tools, content planning, link analysis, local search and other business topics. Start with a category that matches your current question, or browse Blog for articles. The Other section holds a broader mix of material, so assess each article according to its topic and publication context.
Browse the marketing tools collection for another starting point, and connect what you read to a specific page or task.
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