Many of our clients have gone through the hardships of getting their Web site content together. It is a difficult task in deciding on what should or shouldn’t go on their website. It may be tempting to take an existing marketing piece like a brochure, and try to “web-ify” it.

But please, please don’t do that. Yes, I totally agree that a company’s message should be consistent. You will need to understand that Online content reads differently than print content. Online content should be more concise and easy to read. The message can still be powerful -- it just needs to be edited with the web visitor in mind.

Now that I’ve scared you with this daunting reality, think about this. You don’t have to stress over the content because it’s online. It’s not a book with permanent ink imprinted on the paper; you can rewrite and edit as many times as you like. Try out the text you want to use and be consistent in updating and refreshing it, your visitors will notice.