Be thoughtful about what words (images, videos) you use and how you present them. Try to understand the perspectives and needs of your audiences. Consider how your web content can cultivate relationships. To do this, you must think ahead, plan strategically, and act deliberately.

These steps can provide a strategic framework for creating and maintaining web content.

Identify Your Goals

What are you trying to communicate and why?

Before you begin wordsmithing, think about why you have a web presence in the first place. What do you want your web visitors to do? Apply? Find specific information? Learn about your programs or services? Choose courses for next term? Collaborate with you? Stop calling your office?! Think highly of you? Support your research?

Clear goals help you focus and organize content, and communicate more clearly with your constituents. They will help you evaluate whether the content is working for you and ground you in the bigger picture when faced with information overload and/or requests to put content on the site. You are also part of the larger Purchase ecosystem and as such carry some responsibility for broader communications goals as well.