Content Planning
what has to be produced, who produces it, and when each piece is needed
Photographs, a video tour, a floorplan simplified for the public, a rate card and a set of operating policies are what the site is made of, and none of them are a development task.
What each phase needs
| Piece | Phase | Who produces it |
|---|---|---|
| Renderings | 1 | Exists. From Scott Edwards Architecture, via MOWP |
| Known specifications | 1 | Read off the architectural drawings |
| Page copy | 1 and 2 | Written from the material, reviewed by MOWP |
| Photography | 2 | A shoot, after the building is finished |
| Video tour | 2 | The same shoot, or a second one |
| Public floorplan | 2 | Simplified from the architectural drawing |
| Rate card | 2 | MOWP |
| Operating policies | 2 | Whoever runs the space |
| Testimonials | After the first bookings | MOWP, from real clients |
Everything else can be drafted from what exists today. The photographs can't, and they are the majority of what a venue site is.
The order things get written
Copy is drafted from the facts, not the other way around. A page written before the capacity is known is a page rewritten once it is.
Confirm the facts
Capacity, dimensions, what's included, policies.
Draft the specification pages
The Space, Rates, Check Availability. These are almost entirely factual and they anchor everything else.
Draft the event-type pages
Weddings, meetings, celebrations. These interpret the same facts for three audiences and link back rather than repeat.
Fit the photography to the pages
Shoot the list the pages need, rather than writing captions for whatever came back.
Pages in this section
Photography, Renderings & Video
The shot list, what format each asset is needed in, and rights
Writing for the Venue
Voice, what a venue page has to answer, and what to avoid
Rates & Availability
Why the rate belongs on the site, and what has to be decided first
Inquiries & Booking
The form, the fields, the process, and tour scheduling