More and more local websites and blogs are popping up promising to deliver relevant content.  But are they really delivering?  Is the low cost of entry and apparent sustainability of these websites bringing out publishers who are less committed to quality than their printed counterparts?  After all, if you’re not spending much in the way of time, money and energy on your content, you don’t have much to lose.  But, you also gain nothing.

I’m writing this post because I’m really disappointed in seeing the gap between the potential of many local web start-ups, and their actual product.  Don’t get me started on some of the printed media–that’s  a whole other rant.  This post is for you, the local big-talking web portal, blog or “destination.”

Think about it.  A website is defined by its content.  And generic content makes for a pointless website.  With so many niche destinations on the web for your potential audience, why would they care about yours?  No, really.  Why?

Because you do?

I don’t think so.

So, if you’ve got one of those pointless sites or blogs on your hands, it’s time to make some real changes, or kill it now.  No, don’t just let it die.  Pull it off the damn server.

Here are 10 ideas to get your started, with an ever-so-slight photographer bias:

1)  FEATURE UNIQUE VISUAL CONTENT: Does your site use generic, stock type visual content? You know, clip art for the web.  Everyone recognizes that droll crap the second they see it.  You’re better off using no graphics or photography.  Otherwise, make sure you are presenting visuals that really help define your site.  Readers will get it.  They’ll know you have invested in real visual content that can only be found on your site.  This is something your readers will appreciate, respect, and value.

2)  FEATURE UNIQUE TEXTUAL CONTENT: Generic articles are pointless and won’t bring your readers back.  Make sure you’ve got some unique, intelligent, thought provoking, and entertaining writing on your site.  Keep it fresh and allow people to comment and discuss articles freely.  If the articles aren’t compelling, no one will be compelled to visit your site.

3)  PROVIDE GOOD PRESENTATION: You need a well-planned, and scalable presentation for your visuals and copy.  Sometimes the simplest formats are the best, sometimes sophistication is appropriate.  The best rule is to provide easy navigation.

Basic blogs do really well staying visually simple.  Heavier content sites that don’t exist on a singular linear timeline, shouldn’t be built on a platform designed for basic blogs.  A well-designed content management system (CMS) is the way to go.

This site (http://www.veroskyphoto.com/myblog) is a sort of in-between presentation.  It works well for me, because of the type of non-news content I provide.  My blog is basically here to help promote me, and the content definitely defines what it is.  A site about a photographer’s pictures.  I just happen to have it set up to call quick attention to archived posts.

4)  TEST FOR TECHNICAL ISSUES: The more sophisticated your website is, the more you need to test your code, and get plenty of user feedback.  Does your JavaScript work as it should on everyone’s browser?  Do pages hold their presentation under most screen resolutions and browser window sizes?  Nothing kills presentation like making readers struggle to load a page, follow awkwardly flowing text, or fighting to simply click a selection in a menu.

5)  HAVE AN ALL-STAR TEAM: Major magazines have them.  Writers and photographers who have become household names.  I read somewhere that Annie Leibovitz has a multimillion dollar contract with Vanity Fair.  This, in a time when most editorial photographers make very little on a given fashion spread.

The reason for this is that Annie’s photographs drive readership and, consequently advertising sales.  By providing Annie with a stage for her work, the magazine helps sustain her prominence and “star” status.  And, with a star photographer, the magazine sustains it’s own status.  Mario Testino is the Vogue equivalent.  The same is true for writers.

Are you growing a real all-star team?  Do you realize that investing in such a program could raise your status with readers, advertisers, coveted subjects, and other media?  Or do you think having a fairly anonymous set of contributors with the typical turn-over rate is a long-term plan for success?

6)  HAVE A PLACE/OPINION/POSITION THAT’S YOURS: One way to gain and hold a loyal audience is to stand for, or against, something.  Some people will agree with you, some won’t.  But, either way, you’ll be more relevant if you have a defined position.  If you don’t stand for anything, you don’t stand for anyone.

7)  REACH OUTSIDE THE BROWSER: Whether your media only lives on the web, or augments a printed publication, make sure you find ways to present yourself and your staff in the physical world.  Be a part of something real–put on events, parties, or just be visible in the community.

8)  STOP PLAYING IT SO DAMN SAFE: Presenting the expected and typical, while avoiding ruffling a few feathers now and then, won’t grow a loyal readership.  Use visual content that is both illustrative and excitingly unique.  Present stories and opinions that are provocative and insightful.  Foster anticipation for your upcoming content.  Otherwise, who’s going to care?

9)  PROMPT RETURN VISITS: Readers can be informed about new content in several ways.  RSS and email notifications are very effective.  Readers will also come back if you provide powerful teaser content and popular columns they look forward to.  Do your readers have anything exciting to return for?  Do they know they’ll find something on your site they won’t see anywhere else?

10)  ADOPT THESE IDEAS, OR KILL IT: What’s the point of having an on-line presence if it doesn’t provide anything new, different, meaningful, useful, or change anything?  Maybe you’ve got a website up because everyone else in your industry does.  Maybe you thought it might make you some money, but it really doesn’t?

Please stop wasting your time and energy if all you’re dishing out is the same old crap.  Take a long hard, objective look at what your site or blog brings to the table.  Is it a worthwhile venture, something that needs to be revamped, or should you just kill it?  Be honest.