New York communications + public affairs agency Berlin Rosen recently re-did their website, and it’s AWESOME. Here’s the front page:
I know, right? I don’t think I’ve ever seen a better website. It’s incredible. Not flashy, just totally engaging for their target audience, and it makes you trust that they’re brilliant at what they do.
That arrow at the bottom even pulses, like it’s ready to pounce.
Meanwhile, I was chatting with a friend last week about his plan to upgrade his website.
“To be honest, I never really thought about why I needed a website,” he said. “I just got on the bandwagon when everybody else did.”
Ruh-roh.
I was so grateful for the conversation because honestly, most people never think about what their website is for, either. Ditto, their newsletter. Their social media feed. Their whole life, maybe.
Not judging. I mean honestly, what’s life for, really? We could be here all afternoon…
Most people just don’t say that to me, face to face, when I ask about their content strategy. And I know from experience that many of us don’t choose to pay an expert to help us think this stuff through very deeply, either.
But then, you see a website like Berlin Rosen’s, and you think, “OMG, WHY IS THAT SO GREAT?”
Maybe you should call them to find out. Honestly, I rate them extremely highly, and I’d recommend it. But: If you want my five-minute content strategy, it’s this:
- What do you do best?
- Who do you want to do it for?
- Stick that in four words or fewer.
