The surest way to impress on a visitor that an organization is unprofessional is to have overly cheesy catch-phrases, misspelled words, unorganized lists, or sections of the website that seem challenging to understand.
In many cases (although not all) websites will start with well-structured professional content. But just as the company grows, the website will grow. The CEO will ask for his Blog link to be added to the home page. A new department will appear and ask for their link to go into the navigation. Thus, even new content intended to help an institution, can actually hinder visitor experiences when its addition isn’t thoroughly strategized.
Since it is extremely important that visitors have to do as little “thinking” as possible when trying to access the information they need (Krug, 2005), having the best available content writer/editor to construct and organize content in an ongoing capacity is absolutely essential.