webMIGHT!Your guide to building a data-driven content engine,

lead funnel & next-gen online presence.

f r o m w e b s i t e t o

a Studio Hyperset expression studiohyperst.com/connect

v.1.1 | June 2015

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Humanity has now been building websites for over two decades. This is a substantial span of time, but

the sites we've built since the early 90's are remarkably consistent. CMS’s, HTML5, and advanced

JavaScript libraries have all augmented the functionality of sites, but the basic structure and content

components of a typical website have remained essentially unchanged for twenty years.

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FOR THE CMO: If your website’s

structure and content were a cell phone,

they’d look like this:“Zach Morris here.”

“Don’t go there!”

“Slow modems, rule!”

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Like a bulleted list or essay outline, most websites

have a "fixed," three-level-deep information

architecture:

➡ Level 1homepage

➡ Level 2first-level detail pages, lead forms, blog

➡ Level 3second-level detail pages

"Calls to action" (buttons, banners, &c.) appear throughout the site. These take visitors to one or more lead forms, generally positioned in the

second level of the site's information architecture.

Content is king, but … Sites are usually generic and one-size-fits-all. With the possible exception of blog posts, they contain a single, fixed information set aimed at everyone.

They have a ~70/30 text/image ratio. Copy collateral is the primary communication mechanism. If the site offers video, the collateral ratio is generally ~10/60/30 (video/text/image), and videos are generally rhetorical in nature (eg., client testimonials).

Sites assume visitors want to (and actually will) curate their own experiences and follow their own paths through the site.

XX

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Content is king. Targeted content is emperor.

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!7studiohyperset.com

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