Field of Dreams and The Power of Good Web Content to Drive Visits

Whenever we build a new website, I’m reminded of the movie Field of Dreams starring Kevin Costner, and the line, “If you build it, they will come.” For companies creating new websites, the line translates to “If you build it with good web content, they will come.” But what does “good content” mean, and how does it actually draw in visitors who will buy into your brand? Captains of Industry recently launched a new website for a clean energy company, First Wind, that in its first month increased their site traffic by 60%.

To highlight their wind energy projects nationally, we developed a Google map for First Wind’s projects page that lets viewers get top level info on a wind farm then zoom in to see it with satellite imagery. An interactive map of Maine lets viewers click on different areas to see how $50 million dollars spent in the state during wind farm development helped energize local businesses. And a new media center featured not only the latest news about the company, but also a new wind energy video launched every week. Bringing about this Field of Dreams home run for First Wind did not involve rocket science, SEO tricks or flashy imagery. It was based simply on making content based on what people really wanted to see and do in the new ballpark. Once that was in place, the crowd arrived.