This document is intended to serve as a guide to aid in the redesign and development of all new websites, with the end goal of helping your organization create informative and compelling content. This guide will focus on creating copy, producing quality images, developing a successful SEO plan, and learning how to use Gather Content.

We are confident that our recommendations will result in a fully defined and unified brand that will help educate users and promote your organization.

Basic Guidelines for Creating Content

While the following points will guide you in the proper direction, it is important to note a few general principles that are key to making a successful website:

• Content must be compelling, easily skimable, and to the point.
• If users do not find what they want, they will leave.
• While off-page SEO is important, content creation is equally important to SEO. Google now “crawls” your whole site and keeps track of all the relevant content. Sites that have the best content will show up higher in the search results.