When I lived in Seattle, football wasn’t a big deal. Sure, a few folks were loyal followers, but you could ignore the whole scene. Occasionally we’d see a headline about a big win. Matt Hasselback was known for his generosity to the community; he’d come to Seattle Storm games and throw t-shirts.
Fast forward to Philadelphia. Here the city buses flash encouragement: “Go Eagles!” People hang signs in their windows. Even people who don’t know the difference between a down and a disaster will be able to tell you how the Eagles are doing.
So I keep coming back to my favorite metaphor of Internet marketing. If you’re pressed for time and want to create a compelling online presence, you need to bring a team together – or you can hire someone who will create the team for you.
But who should be on the team? And what positions should they play?
Often business owners expect the web designer to win the whole online marketing game single-handedly with color, design, traffic and navigation. The truth is, if your website were a football game, the content would be the quarterback and the design would be your offensive line.
On the football field the quarterback calls plays and makes sure the ball gets down the field to score points. The job of the offensive line is to make sure the quarterback gets through, unharmed, without interference.
On your website, your designer’s job is to make it easy for visitors to read your copy. Just as good linemen protect their quarterback, your web designer makes sure your graphics support your message and your site is easy to read. Your copywriter calls the plays:
How do you identify your niche so you know how to reach them easily (and motivate then to take action on your offer)? Which pages get featured on the main menu bar? What metaphors and stories will frame your content?
Once these critical decisions have been made, your web designer can implement the technical and visual components of your site. Some copywriters will even guide your designer and manage the entire project, just as a football quarterback is the coach on the field.
If you’d seriously like to get answers to these questions, let’s start with a 90-Minute No Risk Consultation.
Related article: Which Comes First: Copy or Design? Answers From 12 Experts.