Hail the content visionaries!

Just a quicky. If content is king, then every website needs its king maker.

Our experience here at Webreality is that the best sites tend to result from the single-minded pursuit of a content vision which is usually the product of one individual's mind. A website should ideally speak to its user with a compelling single voice throughout. So many corporate sites feel like the product of a content committee - and I guess that's probably because they are, in fact, the product of a content committee. Nothing wrong with that approach, I say, as long as a trusted individual is given the scope to filter everything into a coherent whole.

Some examples of Webreality sites that hit the spot:

- Little Green Rock: two content visionaries, Debbie and Buter Buterbaugh, but somehow they seem to speak with one groovy voice! And Debbie's artwork is stunning.
- Channel Island Executive Coaching: Tracey Turmel's passion for coaching shining through in her web copy.
- French Imports: Julie Rombaut's boundless enthusiasm for wine - and for her wine expert husband Eric! - translates into energetic language that makes you want to taste and buy.
- Spiral Tree: Anyone who's met Sarah Spiral Tree will testify to her intense belief in the power of meditation and focused relaxation. It makes for a compelling web experience!

I'm not naive enough to imagine that large b2b businesses can transform the tone and style of their content overnight. But, at the very least, the biggest b2cs can make a massive impression on their markets by learning from content visionaries and adopting a tone that recognises that people tend to buy most willingly from businesses they like. Making people like you starts with the way you communicate with them - Apple and Orange are good corporate examples of success in this respect. The web offers the greatest opportunity businesses have ever had to transform the tone and style of their comms for the better. And every business needs a content visionary.