Exercise: Mapping A Site’s Key Content Messages

message in a bottleFor larger websites that incorporate various types of customer messaging, I’ve found it helpful to sketch out a high level message map. I’ve used a sitemap and a UX user flow diagram to do this, but I could just as easily have sketched something out on a paper napkin.


  • Identify the site’s major sections or pages.
  • Summarize the overarching messages or Calls to Action that visitors/customers are seeing in each section
  • Pin the exact message snippets (taglines, CTAs, “sound bites,” etc.) to these sections
  • Once you’ve done this for the various pages or logical chunks of your site, take some time to evaluate the content messages you’ve developed:
    • Do they logically support each other toward helping or persuading customers/visitors to achieve intended goals?
    • Do they “match” in style, tone, and voice?
    • Are they consistent?


As content is developed, changed or updated, you can expand this “message map.” If calls to action, ads/promotions, and other messages are swapped out, you can also use this high level map exercise to ensure there are no disconnects for the customer/visitor.

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