空白页。对很多人来说，它代表着无限的可能。对其他人来说，写作是自由职业中第三可怕的部分。这张是一份午餐订单的背面，来自墨西哥Chipotle。所以，我们现在的任务是为丽贝卡和她的设计公司建造一个场地。很多人可能会先深入研究设计，这是一个非常有效的方法。但很多时候，在你对网站上的内容如何构建和组织有一个很好的想法之前就开始设计，这将导致在类似的项目中有更多的工作要做。所以我们要从内容策略开始，我们这样做的原因是我们想要了解这个企业是如何传达它的价值的。当然，这要从内容开始。我们将把它分成四部分。 First we'll cover the reasoning behind starting with content. Then we'll do value propositions, this is what value we're providing to someone visiting the site. Then we'll cover mind control, or visitor anticipation. Finally, we'll talk about when to use, and when not to use, an FAQ.
现在，在我们进入第一部分之前，有时我们会说copy。有时书面内容被称为副本。文案是指书面材料，相对于照片或其他布局元素。维基百科是这么说的，就在屏幕上。在很多单词中，copy就是文本。我们所写的文字最终出现在了网站上。从特定页面上的单词到我们在网站导航中输入的文本。让我们从内容开始深入探讨。首先，我们有这张空白页。这就是问题所在，在我们开始为网站写内容之前，我们有很多问题，通常不知道从什么开始写。 Enter: procrastination. The often-delusional idea that whatever you're doing instead of writing is somehow less painful than the consequences of putting it off until later. Procrastination usually involves focusing on lower-priority things. And remember, we're on the clock. We're keeping detailed notes of how much time we spend on client work so we can optimize over time. So a lot of people will do the wrong thing for all the right reasons; they move past the content, onto the next step, design. It’s often why some people skip the content step altogether and use lorem ipsum, filler text. It’s tempting. There’s nothing inherently wrong with lorem ipsum, it can work in some cases. And we'll use it in parts of our design. But when it comes to a lot of client projects, the real text, especially for the major components, things like the different pages of a site or the major headings, figuring that out is invaluable, as early in the process as possible. And it's great because it saves a ton of time and gives us a clear understanding of the site we’re about to build. And when we’re making a website for a business, chances are, no one knows the business as well as those running the business. The questions we've asked, our call with Rebecca, our client research, other conversations we have with her and her team, they’ll serve as the basis for our content strategy. We're not sitting here waiting to divine the answer as if it’ll just appear before us on the back of the lunch order. And the most important thing ever
你说完了吗?
(McGuire)还没有。
你要从Chipotle买什么吗?
[McGuire]一份沙拉配上旁边的调味汁，糙米，黑豆，双份鸡肉，温和的，一点点适中的，一点点热的，玉米，酸奶油，鳄梨，奶酪和生菜。
这是沙拉。
(McGuire)是的。
它的底部已经有生菜了。
[McGuire]它可以防止鳄梨酱粘在盖子上。
[Keshav]盖上。明白了。
当涉及到网页设计时，最重要的是:你的客户的特定需求必须驱动内容和设计，而不是反过来。设计和复制都必须基于业务的需要。这有时是最大的挫折。这就是为什么模板有时在您开始时看起来很棒，但除非您将它们微调到完美，否则永远不会感觉很好。我们为丽贝卡和她的公司所做的就是从零开始建立一个网站。我们这样做就是为了达到这种平衡。设计既要美观、可读性强，又要完全围绕业务构建。我们不是硬塞给丽贝卡的内容，我们不是试图把其他材料放入一个通用的模板中。我们要从零开始。正如我们已经知道的，当我们做最好的工作时，我们不会设身处地为我们的客户着想，但是，正如我们之前在这门课程中已经讲过的，我们会同情我们客户的客户。 Everyone in this row right here. And if we think from their perspective, there's a lot of insight we can gain when developing our content strategy. And what is our content strategy? It's our roadmap. Not just for what will get written and what will go where, but it's the basis for what will end up being our entire site. And the goal of that site is to communicate the value of whatever it is our client is offering.
我们来谈谈价值主张。我们在找什么?我们想了解我们委托人的委托人。换句话说，谁会使用这个网站，他们为什么要使用它?有一个非常简单的模型可以帮助我们解决这个问题。它是这样的，作为一个不管我是谁，我想学习或做一些事情，这样我就可以完成一项特定的任务。这些应该是空白的，所以利用视频编辑的魔力，让我们把它们变成空白。作为互联网上所有网站的访问者，我们往往会自然地一直这样想。这种模式推动了网络上的全球行为。这也是亚里士多德的观点诗学，意图和障碍。这个模型遵循相同的逻辑。有人登陆一个网站，他们试图完成一些事情，而我们的内容策略，我们在网站上放什么，我们如何组织它，必须消除任何障碍。很少有人会将此应用到他们的实际内容策略中，就像我们刚才提到的，他们通常从视觉设计开始。所以让我们从客户的角度来尝试一下。在这个视频中，我们会做和之前课程中一样的5个例子。稍后，我们将应用到Hayes Valley室内设计网站。但现在，我们先从医生开始。例子一:作为一个耳朵有问题的人，我想确保医生有资格治疗我的情况，这样我就可以自信地预约。非常简单。 What's the intention? To book an appointment. What's the obstacle? Finding a qualified doctor. Websites work great, and so does anything for that matter, when it solves a problem, answers a question, or helps us, in any way, overcome an obstacle. What if it's a different kind of doctor? What if the person searching isn't the patient? This can happen when we book stuff on behalf of children. So let's imagine our client is a pediatric dentist. So our client's client, the person visiting the site, is most likely the parent or guardian, not the child going to see the dentist. As a child's caregiver, I want to learn more about this dentist so that I can book an appointment. Or what about this: as a parent, I'm understandably anxious about my child's first dentist appointment. The driving force here is that they're wanting to learn about what goes into a pediatric dental exam, so I can get peace of mind and, again, book an appointment. But we can also think about it differently. Someone could be looking for directions. As a guardian, I want to find a quick map so that I can get my kid to the dentist 15 minutes early to fill out paperwork. There's no right or wrong way to approach these options. Anything to reassure them that we're thinking about what might be in their head as they're trying to learn more about this dentist. Empathy is more important to content strategy than almost any other industry on the planet. Except maybe healthcare, or education, or if you're in business, or any job of any type in which you, as a human, interact with other humans, in any way, whatsoever. Because the ability to put yourself in someone else's shoes, that's true value, and it makes all the difference. We want to remember who wants to use this website and why. Generally, it helps to find the most common thing. We want the main thing that clearly defines the value the dentist is providing. We can have our secondary options written down, too, and we can use these for reference, but this is the one we're going to print out and tape up on the wall until we're done. Let's roll through the others pretty quickly. Producer: as a film director, I want to make sure this producer is qualified, so that I can hire someone to produce my upcoming project. Startup: as a health-conscious consumer, I want to learn more about the health benefits of vegan beef jerky so that I can buy some. What about the educator? As a parent, I want to confirm that this educator specializes in Autism Spectrum Disorder, so that I can confidently book a session for my child. My intention as the parent here is finding someone who I trust is a qualified educator who is also an authority. They need experience and specific knowledge that meets the needs of my child. And the obstacle is I've been on 20 other sites and no one really specifies one or the other. It's been generic. And finally, what about the law firm? As an inventor, I want to make sure this law firm specializes in intellectual property, so that I can hire a lawyer to help me legally protect my inventions. The better you understand the intention of someone coming to the site and the obstacles they're facing, trying to figure out how to achieve that intention, the better you can dream up ways to engage and help your client's client get what they want. This process goes on and on. And this often requires more and more revision, iterating on the concept over and over. But the important thing is that we're thinking about what might be going on as they're searching for and finding the site. We're thinking empathetically.
这就引出了读心术。这是我们内容策略的下一部分。我们真的想要预测人们在搜索的时候是怎么想的，当他们到达我们的网站的时候，当他们在点击和探索的时候。这与我们刚才提到的模型有什么不同?这是我们的指导方针。它帮助我们确定要覆盖什么，但预测帮助我们确定如何覆盖它。我们要用儿科牙医的例子，因为约翰在现实生活中使用了这个，约翰在史黛西拍摄的时候讲了这个故事，我们不知情，这分散了清洁人员的注意力，导致了一场小洪水，因为没有人记得关掉拖把水槽。专业人员必须拿出特殊的设备来彻底清洁该区域。他们铺上了防水布，格里穆尔三天来一直戴着N95口罩，保护自己免受空气中任何颗粒物的伤害。但史黛西拿到了约翰说有人访问这个网站可能是为了寻找评论或推荐，或者他们想听牙医对病人护理的理念。 And that's the part John said that matters. In addition to literally everything else John has ever said, what he was getting at here is this: when we're thinking about content strategy, so much of it is making sure we're preemptively knocking down concerns people have between the last two parts of our model. Look at these intentions, imagine the obstacles in the way of achieving those goals. And, as the person building the site, you have to preemptively knock down these obstacles. Does that make sense? Probably not. There's a better way to cover this. Simply put: if someone's looking for a qualified pediatric dentist, chances are, they're looking for someone who has experience. Someone who they can trust, and someone who's an authority. And let's say you're making a site for a professional who's been doing pediatric dentistry for three decades. If we know people have cold feet about inexperience, we can address that early on. On the homepage, we can say something like, "for over 30 years, Dr. Kurtz has been entrusted with the dental care and well-being of little ones across our community." You can play with the language a little bit, but by doing that, by mentioning the experience early on, you're assuaging their concerns over inexperience at the absolute start of the process. You're anticipating, you're reading their minds, and getting ahead of those concerns. Another way to do this: you can focus on showing testimonials or reviews from different patients, or in this case, parents or guardians of patients. You're getting in their minds. Anticipating what visitors to the site are thinking, anticipating their questions, their concerns, and preemptively addressing those things. This can apply to any copy you write or your client writes: headings, the pages you list, and a little bit later in this course, we'll apply it to Hayes Valley Interior Design. But that's the idea behind mind reading.
下一个是FAQ。这是一个有争议的话题。这是有争议的，尤其是在内容策略领域，因为它经常被用作拐杖。“如果我们没有x、y和z主题的位置，我们就会把它扔到FAQ中。”但一个常见问题不应该成为一个拐杖。对于搜索或分享，想想看:没有人会在谷歌上搜索“儿科牙医常见问题”。趋势并没有足够的数据来显示这里的任何东西。至于分享，你只是把别人链接到一桶随机信息。简而言之:不要把属于网站主体结构的内容放入FAQ中。如果它重要到让人们知道，就给他们一个真正的方法找到它。 Specific pages on major topics do really well for this. When Google indexes your site, it usually starts at the root domain. This is usually the homepage, and it follows links from there. Now, suppose you have a child who needs a pediatric dentist, you may have a million questions, and it may not make sense to have a million pages in your site, but a lot of content, a lot of topics, can group together. You might have 10 common questions about the process your kid goes through, maybe 5 or 6 questions about the dentist's level of experience, you could have another 10 questions about pricing. So, do you create an FAQ that has 25 or 26 questions? Maybe. What you really might consider is three separate pages: one that talks through the process, it'll address all these questions and more, another page on experience or biography so you can learn about the dentist, and another one on pricing, maybe it can include information about costs, insurance. If we do create an FAQ, the answers to these common questions can link us, they can connect someone visiting the site to one of these pages. But we want the majority of content on the site to live in main topics. Main pages that focus on helping people understand a product or a service, something that helps people achieve their intention by overcoming their obstacles.That's FAQ.
有了这些，有时候最好的方法是雇佣或转包一个内容战略家，或者文案，和你和你的客户一起工作，把事情做好。但如果你或你的客户不雇佣内容战略家，确保你在内容上所做的任何工作都能得到报酬。现在，我们将在本课程的下一部分做的是应用很多这个逻辑来开发一个顶级内容策略的海耶斯谷室内设计。
