I recently finished a project with the City of Canning, reshaping their business and investment section.
But the starting point wasn't the content. It was the people, and what they each needed from it.
There's the person who has had an idea for a while and has decided to do something about it. They're ready to back themselves. But they're new to this, and they're not sure what they don't know yet. They need information that meets them where they are, not content written for someone three steps ahead of them.
Then there's the business owner who has been at it for a few years and is ready to grow. They've got a handle on how their business works. What they're looking for now is a clear picture of what expansion could look like, what's on offer and what the next step actually involves.
And then there's the investor. They already have a view. They're coming to the section to see if the data stacks up, if the growth story holds and if this is the right place to put their attention. They don't need to be convinced. They just need the right information to be there.
Same section. Completely different journeys. Different levels of knowledge. Different headspaces.
And it all starts with stepping into the shoes of the people you're writing for.
Better still, talk to people who actually fit those personas.
But that's for another Insight. :)
