When you hear the term web content strategy, it might sound a bit vague or even confusing. It sounds important—but what does it actually mean? Web content strategy is more than just writing web pages—it’s about planning, organizing, and maintaining content so it truly serves your users. It’s the difference between a frustrating website and one that feels intuitive. A strong strategy helps ensure your content is purposeful, relevant, and easy to navigate. It guides not only what you say, but how, when, and where you say it. In this article, we’ll break down what web content strategy is, why it matters, and how you can start applying it to your University of Iowa website.

What is web content strategy?

Think back to the last time you visited a website that felt seamless. Everything just worked—you found what you were looking for quickly, understood the content without effort, and felt like the website anticipated your needs. That’s not an accident; that’s web content strategy in action.

Web content strategy is the intentional planning, creation, delivery, and ongoing management of content for your website. It focuses on making content clear, consistent, and meaningful for your users while supporting the goals of your organization. It’s not just about what content you publish—it’s about how, why, and for whom. Unlike visual design or navigation menus, content strategy isn’t always visible. But when it’s done right, it shapes the entire user experience. It ensures content is structured logically, written clearly, and regularly reviewed to stay current and relevant. In short, it’s what turns a collection of web pages into a truly useful digital experience.

Why does this matter for my Iowa website?

A solid content strategy acts as a blueprint during every phase of your website’s lifecycle—from initial design to day-to-day maintenance. It helps you make informed decisions about what to include on your website, how to organize it, and how to communicate your messages effectively. It keeps your website from becoming cluttered, outdated, or confusing.

Good content strategy also considers the entire content ecosystem—text, images, documents, videos, and links. It helps ensure everything works together to meet user needs and institutional goals. It can help you identify content gaps, remove redundancies, and improve readability.

A strong content strategy brings several important benefits to your University of Iowa website, including:

• Helping you define and clarify your goals
• Supporting ongoing management by providing a clear plan for creating, updating, and maintaining your content over time
• Engaging your audience by delivering the right information in the right way—making your website easier to use and more meaningful to visitors
• Keeping your content focused on your users, not just your department’s priorities

How can I apply this to my website?

There are several practical ways you can begin integrating web content strategy into your University of Iowa website. Below are some effective starting points, along with tools and resources to help you get started:

1. Conduct a card sort
Card sorting is a simple research method that helps you understand how users group and categorize content. It’s a great way to inform your website’s navigation and structure based on real user expectations.

2. Create user personas
User personas represent your key audiences and provide insight into their goals, behaviors, and needs. They help you make content decisions based on the people you’re actually trying to reach—not internal assumptions.

3. Review website data
Use tools like Google Analytics and Google Search Console to learn how visitors are interacting with your website. These tools can show you which pages perform well, what search terms people use, and where users might be dropping off.

4. Conduct usability testing
Usability testing gives you direct feedback from real users. It helps you understand how people navigate your website, what confuses them, and how they interact with your content—giving you valuable insight into areas that need improvement.

5. Prioritize effective page design
Good design supports good content. Clear layouts, visual hierarchy, and accessible formatting make it easier for users to absorb information and take action.

6. Write clear, purposeful content
Effective web writing is clear, concise, and user-focused. It avoids jargon, emphasizes what users care about most, and speaks directly to their needs.

7. Maintain and clean up content regularly
Keeping your website content up to date is crucial. Routinely review your pages, remove outdated information, and archive content that no longer serves a purpose. 

Why should you care?

Because your website isn’t just about showcasing your department—it’s about serving your audience. When your content is clear, helpful, and focused on what your users need, they’re more likely to take action and come back. And when they succeed, so do you. A strong web content strategy helps your website communicate effectively, stay organized, and deliver real value—both now and in the long run. With the right strategy in place, you’ll create a website that’s easier to manage, more aligned with your goals, and most importantly, truly useful to the people you're trying to reach.